Teaching Design And Practice Of "New Media Marketing" Course In Secondary Vocational Education Based On Improved C-ADDIE Model

With the development of information technologies such as 5G,big data,mobile terminals,and artificial intelligence,new media,as a structural force,participates in the construction of social reality and profoundly affects people’s lives.New media marketing refers to the use of emerging media platforms such as We Chat,Weibo,Douyin,etc.,for brand building,product promotion,marketing monetization,as well as online and offline planning and community operations according to the needs of enterprises.Currently,the course “New Media Marketing” has become one of the required courses for vocational schools’ e-commerce majors.Through a survey and on-site visits,the author found that there are issues with the resource-demand match,oversimplification of teaching processes,and a lack of diverse teaching evaluations in the current teaching of “New Media Marketing” in vocational schools.In response to the above problems and the competence-oriented characteristics of secondary vocational education,a design and implementation of the “New Media Marketing”course in vocational schools based on the C-ADDIE model is proposed.The research mainly includes the following parts:Firstly,this study designed evaluation indicators for the supply and demand situation of teaching resources,teaching process,and teaching evaluation methods of the “New Media Marketing” course in secondary vocational schools.Then,the study investigated the teaching status of "New Media Marketing" in secondary vocational schools through questionnaire surveys,teacher interviews,and SPSS analysis.Secondly,in response to the existing problems in the teaching of “New Media Marketing” course in secondary vocational schools,the ADDIE model is improved into C-ADDIE model by applying the ADDIE model concept and combining with the characteristic of competency-based education in secondary vocational education.This model includes the improved conceptual model and logical model.By analyzing the learning needs of students and the competency requirements of new media marketing-related positions,teaching resources that meet the demands are developed to address the problem of low match between curriculum teaching and demand.During the implementation of teaching,various teaching strategies such as project-based teaching and group collaboration are employed to cultivate students’ comprehensive professional abilities.In addition,the learning data of students is obtained through online teaching platforms,and adjustments are made to the teaching process in a timely manner.During the evaluation stage,a multi-subject and diversified course evaluation method,which integrates teaching platform,teachers,students and enterprises,was proposed to improve the rationality of course evaluation and students’ satisfaction with the teaching evaluation of the “New Media Marketing” course.Finally,an experimental teaching approach was conducted in two classes with similar learning levels of the Electronic Commerce major of a secondary vocational school in Guangzhou,Guangdong Province in 2021.The C-ADDIE model was applied in the experimental group’s “New Media Marketing” course teaching,while the control group adopted traditional teaching methods.After the teaching experiment,a comparative analysis of post-test scores was conducted for the two classes,and the effectiveness of the teaching practice was comprehensively evaluated through questionnaire surveys and teacher interviews.The research findings revealed that the teaching design and practice based on C-ADDIE model were beneficial for enhancing the teaching quality of “New Media Marketing” course in vocational schools,increasing the matching degree between supply and demand of teaching resources,focusing on cultivating students’ vocational abilities during the teaching process,adjusting the instructional process according to students’ needs more sufficiently,and conducting more reasonable course evaluations.