演講不只用聽的──由「做中學」翻轉演講課程之教學實踐探討

Discussion on the Flipped Classrooms of Advertising Special Lecture - Taking University Lectures as an Example

廣告專題講座課程是大學廣告學系的一門特色必修課，透過業界專家的演講，學生能夠深入了解廣告實務操作、最新市場趨勢與優秀廣告案例。此課程旨在建立學生在廣告策略、企劃與數位媒體等方面的基礎知識及實戰技能，同時為大三學生的夏季實習和畢業後的職場環境作好準備。採用翻轉教學模式，激發學生的主動學習意願，結合網際網路和社群平台於教學中。研究通過翻轉教學特色的問卷調查，以設計思考與創意人才需求為基礎，並透過質化自評互相驗證。研究結果顯示，此教學法不僅增進學生的問題解決能力和團隊合作技能，也加強了學生在技術、態度和知識方面的整體學習成效。然而，學生在職場認識和就業機會方面感到不自信，顯示未來課程設計中需要加強這些方面的教學內容。

“Advertising Special Lecture”is a course for college students in advertising education. Industry experts teach many excellent marketing and advertising cases to lay a foundation for practical knowledge in advertising and marketing. Shorten the distance for upcoming summer student internships and enhance adaptation to a dynamic industry environment. This course adopts a flipped teaching model to stimulate students' willingness to learn actively and combines online and social platforms for teaching. The study used a questionnaire survey to investigate the characteristics of flipped teaching based on design thinking and creative talent needs and confirmed each other through qualitative self-evaluation. Research shows that this teaching method improves students' problem-solving and teamwork skills and overall learning outcomes regarding technology, attitude, and knowledge. However, students felt they needed to be more confident in their understanding of the workplace and employment opportunities, indicating the need to strengthen the teaching content in future course design.