文献类型：期刊文献

中文题名：大数据思维驱动“广告策划”课程教学的创新方法研究

英文题名：Research on the Innovation Method of the Course Teaching of "Advertising Planning" Driven by Big Data Thinking

作者：刘伟[1]

第一作者：刘伟

机构：[1]河南财经政法大学文化传播学院

第一机构：河南财经政法大学文化传播学院

年份：2018

卷号：0

期号：6

起止页码：85-87

中文期刊名：科教文汇

基金：河南省高等学校"专业综合改革试点"项目;编号:教高[2015]33号-39

语种：中文

中文关键词：大数据思维;贝叶斯公式;广告策划;专业教育

外文关键词：nbig data thinking;Bayesian formula;advertising plan-ning;professional education

摘要：大数据浪潮已经席卷全球,基于贝叶斯公式的大数据思维正在改造人们生活的各方面。在广告教育领域,由于二三线城市的高等院校则不能拥有数据资源,但为了适应市场发展趋势,在对大数据教研过程中只能从大数据思维层面入手。如何培养学生的大数据思维,使他们掌握与应用大数据应用能力,是当下二三线城市广告学专业必须研究的课题。本文以财大广告教学数据为基础,以大数据驱动新方法为理念,进行教学认知和教学方法上的理论梳理。
Big data wave has swept the world. Based on theBayesian formula, big data thinking is transforming all aspects ofpeople＇s lives. In the field of advertising education, in order toadapt to market trends, higher education institutions of sec-ond-tier and third-tier cities can only start from the big datathinking in the course of data-teaching because of the lack of da-ta resources. So scholars in current second-tier and third-tiercities majoring in advertising must study the subject about how tocultivate students＇ big data thinking so that they can master andapply the ability of big data. Based on the advertising teachingdata of He＇nan University of Economics and Law, with big datadriven method for the concept, this paper makes a summarizationof the theory of teaching cognition and methods.