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电子商务专业《网络广告学》课程内容中,除了要体现出“网络”的特殊性以外,还要体现出“商务”的特性,即要突出网络广告所具有的特殊性——即特殊的制作方法和运营方式;另一方面又必须着眼于广告本身所具备的普遍性——即广告作为营销传播工具的共性。因此,《网络广告学》课程体系应当包含三个部分:第一部分,广告基础知识;第二部分,网络广告运作的特殊性;第三部分,网络广告设计与制作技术。
In addition to reflecting the particularity of “network”, the e-commerce professional “Network Advertising” course content must also reflect the “business ” characteristics, that is, to highlight the particularity of online advertising - That is, special production methods and operation methods; on the other hand, they must focus on the universality of advertising itself, that is, the commonness of advertising as a marketing communication tool. Therefore, the “Internet Advertising” curriculum system should include three parts: the first part, the basic knowledge of advertising; the second part, the particularity of online advertising operation; the third part, online advertising design and production technology.