A Study on the Development of Teaching Pathways for Advertising Competitions Empowered by Knowledge Graphs

DOI: https://doi.org/10.62517/jhet.202615117

Author(s)

Jia Du

Affiliation(s)

Digital Economy and Management College, Chongqing Institute of Engineering, Chongqing, China

Abstract

This study addresses the practical challenges encountered in competition-driven advertising education by proposing an innovative teaching approach centered on knowledge graphs as core cognitive tools. It begins by constructing a three-tiered knowledge network comprising conceptual, relational, and case-based layers, which systematically maps the advertising discipline alongside the specific competencies required for competition success. Building on this framework, the study designs an integrated “Graph-Competition-Classroom” teaching model that demonstrates how knowledge graphs can establish a stable cognitive structure through the intertwined phases of prompt deconstruction, collaborative inquiry, and reflective iteration. This model continuously provides structured support for both competition preparation and classroom interaction, thereby enhancing the overall efficacy of advertising pedagogy. Practice has shown that this model helps students build a systematic knowledge framework and strategic thinking. It also to some extent promotes the transformation of teachers’ roles from lecturers to designers of cognitive frameworks, providing an operational model reference for the intelligent teaching reform of practical courses in the liberal arts.

Keywords

Knowledge Graph; Advertising Studies; Academic Competitions; Pedagogical Reform; Pedagogical Model

References

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