DEVELOPMENT OF MANAGEMENT GUIDELINES FOR ENHANCING BASIC ARTISTIC KNOWLEDGE FOR STUDRNTS IN VOCATIONAL ADVERTISING TEACHING SHANDONG HIGHWAY TECHNICIAN COLLEGE, CHINA

Abstract

This study, using Shandong Highway Technician College as a case study, aimed to explore and develop management guidelines for improving students' fundamental artistic knowledge in advertising courses. Using proportional and simple random sampling, the study collected questionnaire data from 271 students and 30 teachers. A five-point Likert scale was used to analyze current status and expectations. Results revealed strong student demand for curriculum optimization, practical teaching, school-industry collaboration, and the development of innovative capabilities. Teachers, however, believed that students generally lacked understanding of advertising course content and the ability to independently create creative works of art. They also expressed a strong demand for curriculum optimization, practical training, and capacity building. The resulting management guidelines comprised four key elements: 1) optimizing the curriculum; 2) strengthening practical teaching; 3) strengthening school-industry collaboration; and 4) cultivating innovative thinking and capabilities.