基于真实项目驱动的《新媒体营销策划》课程项目式教学改革研究

A Study on Project-Based Teaching Reform of the “New Media Marketing Planning” Course Driven by Real-World Projects

摘要: 针对新媒体营销策划课程中存在的理论与实践脱节、学生策略建构能力不足等问题，本文以大三阶段课程为研究对象，构建基于真实项目驱动的项目式教学模式。课程围绕市场调研、用户分析与内容策划等核心内容，依托科研项目转化与企业实践案例，设计“科研项目转化–企业已做–企业在做–创新应用”的四阶段递进式教学体系，形成从问题识别到创新生成的能力培养路径。同时，通过引入过程性评价与数据反馈机制，构建动态教学闭环。实践表明，该模式能够有效提升学生的市场洞察能力、策略分析能力与创新表达能力，为新媒体营销类课程的实践教学改革提供参考路径。

Abstract: To address the disconnection between theory and practice and the insufficient capacity for strategic development in the New Media Marketing Planning course, this study takes a junior-level course as the research object and constructs a project-based teaching model driven by real-world projects. Centered on key modules such as market research, user analysis, and content planning, the course integrates research project transformation and enterprise practice cases to design a four-stage progressive teaching framework—namely, research project transformation, analysis of completed enterprise cases, participation in ongoing enterprise projects, and innovative application. This framework establishes a competency development pathway from problem identification to creative production. In addition, a dynamic teaching loop is formed through the incorporation of formative assessment and data feedback mechanisms. The results indicate that this model effectively enhances students’ market insight, strategic analysis, and creative expression abilities, providing a practical reference for the reform of new media marketing education.