Abstract
American psychology professor Keller put forward the theory of "ARCS Motivation Design Model" in the 1980s, which combines the results of motivational psychology, behavioral psychology and cognitive psychology in the process of formation, designing a variety of motivation strategies and integrating them into classroom teaching has played a positive role in stimulating and maintaining studentsโ learning motivation. The course "Integrated Marketing Communication" is becoming more and more popular among marketing majors in Chinese universities, but the overall development has not kept pace with the times. This article uses the theory of "ARCS Motivation Design Model" as the research basis to reform teaching concepts, innovate teaching methods, and cultivate students have integrated thinking and ability, and finally put forward innovative practice plans for the course.
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