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Research on Sustainable Development of Integration of Diversified Resources in Curriculum System of Advertising Major in Colleges and Universities———

Luodan Jiang


In 1983, the School of Journalism and Communication of Xiamen University established the first
undergraduate advertising major in mainland China, which became the starting point of higher education advertising
major education in China in the new era. With the rapid development of the national economy, the education mode of
advertising major personnel training has also been continuously improved and upgraded in the exploration to meet the
needs of the development of China ' s advertising industry and cultural industry for senior advertising marketing
personnel. Starting from the optimization of the curriculum system and teaching content of advertising major, this paper
hopes to explore a sustainable and diversified education path and selection of advertising major based on the existing
resources of China 's higher education[1] .Since the establishment of the undergraduate advertising major in China 's
mainland's first university for more than 30 years, the advertising major in China's colleges and universities has made
many achievements in personnel training, but there are also many problems, especially the imbalance of regional
resources in the training of advertising professionals. Therefore, innovative research and path exploration of advertising
education in China's colleges and universities are also imperative.


Actual combat teaching, CMAP teaching mode, Inspired interactive teaching

Full Text:



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DOI: http://dx.doi.org/10.18686/ahe.v4i1.1856