Huan Xu1, 2*
1School of Marketing and Logistics Management, Nanjing University of Finance and Economics, Nanjing 210023, China
2National Experimental Teaching Demonstration Center for Economic Management, Nanjing University of Finance and Economics, Nanjing 210023, China
American psychology professor Keller put forward the theory of "ARCS Motivation Design Model" in the 1980s, which combines the results of motivational psychology, behavioral psychology and cognitive psychology in the process of formation, designing a variety of motivation strategies and integrating them into classroom teaching has played a positive role in stimulating and maintaining students’ learning motivation. The course "Integrated Marketing Communication" is becoming more and more popular among marketing majors in Chinese universities, but the overall development has not kept pace with the times. This article uses the theory of "ARCS Motivation Design Model" as the research basis to reform teaching concepts, innovate teaching methods, and cultivate students have integrated thinking and ability, and finally put forward innovative practice plans for the course.
ARCS motivation design model, integrated marketing communication, teaching
Huan Xu. Innovative Practice Exploration of Integrated Marketing Communication Course Based on ARCS Motivation Design Model. Academic Journal of Business & Management (2021) Vol. 3, Issue 4: 51-54. https://doi.org/10.25236/AJBM.2021.030411.
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