“双创赛”驱动下专业课程改革的理性审视与实践路径——以网络与新媒体广告课程为例

A Rational Examination and Practical Pathways of Professional Curriculum Reform Driven by the “Double Innovation Competition”—A Case Study of the Network and New Media Advertising Course

摘要: 本文以“双创赛”为驱动，基于网络与新媒体广告课程，理性审视了专业课程改革中的现实困境与双创赛融入课程改革的必然逻辑。从教学目标重构、课程内容优化、考核方式创新、教师资源建设等角度探讨了专业课程改革的实践路径，进而实现全面培养、双向赋能、动态评价、多元育人的改革效果。该实践路径将显著提高学生的创新意识和专业能力，为网络新媒体广告相关专业课程的教学改革提供理性思考和实践经验。

Abstract: This paper, driven by the “Double Innovation Competition” and based on the Network and New Media Advertising course, rationally examines the practical challenges in professional curriculum reform and the inherent logic of integrating these competitions into the reform process. It explores practical pathways for curriculum reform by reconstructing teaching objectives, optimizing course content, innovating assessment methods, and enhancing faculty resources. These measures aim to achieve comprehensive talent development, mutual empowerment, dynamic evaluation, and diversified education. This approach will significantly enhance students’ innovative awareness and professional skills, providing both theoretical insights and practical experience for teaching reform in related fields such as network and new media advertising courses.