Developing a Competition-Based Pedagogical Model for Advertising Design Education in Chinese Higher Education
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Universiti Malaysia Sarawak
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Despite the increasing use of advertising design competitions in higher education, there remains a lack of systematic teaching model that effectively integrate these competitions into formal curricula. Current instructional practices are often fragmented, lacking theoretical support, pedagogical coherence, and alignment with industry needs. This study addresses these challenges by developing a structured competition-based teaching framework the C-M I T model grounded in Bloom’s taxonomy, constructivist learning theory, and blended learning. Employing a mixed-methods approach, including questionnaires, interviews, and observations, the study examines how advertising competitions enhance students’ creativity, practical skills, while also promoting teachers’ professional development. The Findings indicate that competition-based instruction significantly improves student innovative ability in practice, enhance problem-solving skills, and strengthen professional competence, offering a viable model for bridging the gap between theoretical learning and real-world application in advertising learning and teaching.