有鑑於我國高等教育面臨的問題和挑戰，例如學生學習動機低落、缺乏實際解決問題的能力、缺乏創意思考和專案企劃及管理實作能力等。本計畫配合南華大學國際企業學士學位學程「廣告與行銷溝通」課程，實施專業服務學習及行動研究，融入地方創生與服務學習相關理論基礎，透過「計畫→行動→觀察→反省→修正→再行動」的循環模式，引導學生們進行觀察、紀錄、反省與檢討，了解服務學習目的與重要性，並在創業專題競賽中提出廣告與行銷溝通方案，協助地方鄉鎮提升特色及創造商機。研究結果顯示，專業服務學習法及問題導向教學是能夠引導學生增進自主學習效能及提升學習成效的教學方法，並可提升學生技術實作能力、了解企業和社區的實際情況，同時也促使讓學生更具創新思考和解決問題的能力。本計畫希望透過行動研究及專業服務學習的方式，提升學生的實務能力及綜合素養，為未來就業打好基礎。 In view of the problems and challenges faced by my country's higher education, such as students' low learning motivation, lack of practical problem-solving ability, lack of creative thinking, project planning and management implementation ability, etc. This project cooperates with the "Advertising and Marketing Communication" course of the Bachelor's degree in International Business of the University of Nanhua, implements professional service learning and action research, integrates the theoretical basis of local creation and service learning, through "planning→action→observation→reflection→ The cyclical mode of "correction → re-action" guides students to observe, record, reflect and review, understand the purpose and importance of service learning, and propose advertising and marketing communication plans in the entrepreneurship competition to help local towns improve their characteristics and create business opportunities . The research results show that professional service learning and problem-oriented teaching are teaching methods that can guide students to improve their autonomous learning efficiency and learning effectiveness, and can improve students' technical practical ability, understand the actual situation of enterprises and communities, and at the same time make students More innovative thinking and problem-solving skills. This project hopes to improve students' practical ability and comprehensive quality through action research and professional service learning, so as to lay a solid foundation for future employment
