Teaching. "international Advertising" Design Study

With the rapid development of advertising and advertising education in China, a significant question of improving advertising related courses in order to strengthen students'professional practice skills popped up. As one of the most powerful theory in educational technology, instructional design can serve as a guidance in the innovation of college courses. Many advertising educators as well as practitioners had their advice on this subject, but instructional-design-theory-based advertising course development research still remains a blank. This study uses a scientific and systematic model of instructional design to probe on how to develop International Advertising, a comprehensive ad theory course. The focus on need assessment, instructional goal, instructional analysis and learner analysis is a unique approach. Based on the questionnaire and interview survey among ad-major students, ad researchers and ad practitioners, the study conducts a thorough analysis to find the target skills and instructional objective of this course. Thus, a solution by taking advantage of various instructional strategies is proposed and a courseware is developed.