广告策划与创意课程教学方法及考核模式改革研究

“广告策划与创意”是广告学专业的一门核心课程，其综合性、操作性和创新性很强，学习的难度也大。要提高该门课程的教学效果。需要既注重理论知识的灌输．又强调实践教学环节，从教学方法与考核模式等方面进行改革与创新。成都理工大学的“广告策划与创意”课程教学方法与考核模式创新就做到了以下四个方面：一是不断探索教学规律，确立“知行合一”的教学原则；二是采用灵活多样的教学方式。并尽量引入现代多媒体教学手段；三是强化实务演练，构建注重创造力和技能培养的考核模式；四是贴近专业搞科研，以科研促进教学，取得了较好的教学效果。

On Advertising Policy and Innovation Teaching Method and Testing Models

＂Advertising policy and Innovation＂ is a core course of the major, advertising, which owns a high complexity, operation and innovation and is hard to study. In order to improve its teaching effect, we should focus on both the theoretical knowledge and the practical operations. That is to say we are supposed to reform and innovate in our teaching method and tes- ting models. Chengdu University, for instance, it can be made as follows： first, constantly explore our teaching rules to set down a principle of ＂combining learning with acts＂; second, adopt flexible and various teaching methods and try hard to make use of the modern multi-media facilities; third, strengthen practical exercises and form the testing models mostly on creativity and skill-building; fourth, do scientific research in terms of the major to promote our teaching.