为了提高高职经管专业《广告学》课程的教学有效性,应注意针对教学对象特点设计教学目标和教学内容,运用案例教学调动学生学习兴趣,运用学生自学与课堂启发式互动教学模式提高教学效果,利用各种传播媒介资料丰富教学内容。 In order to improve the effectiveness of the teaching of advertising science in higher vocational education, attention should be paid to the design of teaching objectives and teaching contents according to the characteristics of the teaching object, the use of case teaching to arouse students’ interest in learning, and the improvement of teaching effectiveness by using student self-learning and classroom heuristic interactive teaching mode , Using a variety of media information rich teaching content.