Author(s)

YingHong Chen^*, KeWei Liu

Affiliation(s)

Nanchong Film Industry Vocational Academy, Nanchong 637000, Sichuan, China.

Corresponding Author

YingHong Chen

ABSTRACT

With the evolution of the digital media ecosystem, the online audiovisual industry has become a core arena for advertising and marketing. According to the 2025 China Online Audiovisual Development Research Report, the number of short video users in China has exceeded 1.04 billion. Industrial upgrading has increasingly highlighted the demand for versatile talents proficient in the entire chain of "content creativity–technical execution–commercial conversion." Currently, higher education often faces the practical dilemma of a disconnect between technical application and marketing mindset cultivation, urgently calling for pedagogical innovation. Based on human capital theory and action research methodology, this study selects the dual-major integration program of "Photography & Videography Technology + E-commerce" at Nanchong Film Industry Vocational Academy as a typical case. Employing an embedded single-case study method, it systematically constructs a three-dimensional collaborative education model centered around the National College Advertising Art Competition (NCAAC) as the nexus, integrating "Education-Competition-Industry." The research focuses on extracting a four-dimensional closed-loop cultivation paradigm: "Classroom Foundation–Competition Refinement–Industry Validation–Teaching Iteration." Practice demonstrates that this model significantly enhances students' core competencies in cross-media creative production, digital marketing, and project operation. It effectively addresses the chronic issue of the separation between technical application and commercial thinking in traditional cultivation models, providing theoretical and practical paradigms for practical teaching reform and talent cultivation in similar institutions and for the online audiovisual industry.

KEYWORDS

National College Advertising Art Competition (NCAAC); Teaching-competition-industry integration; Dual-major collaboration; Micro-video creation; Practical teaching reform; Talent cultivation model

CITE THIS PAPER

YingHong Chen, KeWei Liu. Construction and practice of the "teaching-competition-industry" integrated education model based on the national college advertising art competition——a case study of Nanchong Film Industry Vocational Academy. World Journal of Educational Studies. 2025, 3(9): 44-51. DOI: https://doi.org/10.61784/wjes3125.

REFERENCES

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