目前广告策划课程实践教学依然存在很多问题,针对这些情况,本文认为可以通过项目学习法,加强学生学习主动性和积极性。即以项目为背景,在职业模拟环境中,通过强化单元仿真模拟教学,让学生在直接参与全过程的系统模拟训练中自行解决问题并作出相应的决策等,从而具备广告策划的实际操作技能,达到全面培养学生职业能力和岗位技能的目的。 At present, there are still many problems in practice teaching of advertising planning courses. In view of these situations, this article thinks that students’ learning initiative and enthusiasm can be strengthened through project learning method. That is to say, on a project-by-project basis, in a professional simulation environment, by unit simulation simulation teaching, students can solve problems and make corresponding decisions in the system simulation training directly participating in the whole process so as to have practical operation skills in advertisement planning, To achieve the full development of students’ professional skills and job skills purposes.