独立学院人才培养目标为掌握一定理论基础的应用型人才,以学生为本,以社会需求为导向。广告学是一门实践应用性很强的学科,在教学中存在培养目标不明确、学生实践条件差、教师实战经验不足、教学方法落后、缺乏实践教学指导等问题,必须在明确教学定位、案例教学、搭建实践教学平台、研讨教学、实战教学等方面努力和创新,调高学生的实践能力。 The goal of personnel training for independent colleges is to apply certain talents with a certain theoretical basis, to be student-oriented, and to be guided by social needs. Advertising is a discipline with strong practical application. In teaching, there are problems such as unclear training objectives, poor student practice conditions, lack of practical experience in teachers, backward teaching methods, and lack of practical teaching guidance. Therefore, teaching orientation and case must be clarified. Teaching, construction of practical teaching platforms, seminar teaching, and actual combat teaching are all efforts and innovations to increase students’ practical ability.