The Application of Problem-Based Learning in Communication Education

Abstract Book of the 12th International Conference on Social Sciences, Humanities and Education

Year: 2026

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The Application of Problem-Based Learning in Communication Education

Prof. Shu-Fen Yu

ABSTRACT:

This study proposes an innovative curriculum design that integrates problem-based learning (PBL) and field-based instruction to strengthen applied learning outcomes in undergraduate communication education. Addressing the misalignment between academic training and professional practice, the redesigned curriculum embeds authentic industry collaboration within a senior-level course, Advertising Strategy and Planning, enabling students to engage with real-world marketing communication challenges. The curriculum adopts a scaffolded PBL framework that systematically guides students from conceptual understanding to practical application. Instructional strategies include lectures, structured site visits, stakeholder interviews, field observations, and public project exhibitions, allowing students to apply theoretical knowledge to industry-relevant problems. Curriculum innovation is demonstrated through the alignment of learning objectives, instructional activities, and performance-based assessments, with particular emphasis on marketing strategy development, integrated communication planning, and creative problem solving. A mixed-methods evaluation approach was employed to examine curriculum effectiveness. Quantitative data were collected through rubric-based assessments and student questionnaires, while qualitative evidence was obtained from reflective reports, field practice records, interviews, and analysis of project outcomes. Results indicate that the redesigned curriculum significantly enhanced students’ professional competencies, transferable skills, and learning engagement, while successfully achieving stated course learning outcomes. Beyond student learning, the curriculum contributed to the revitalization of the Shilin Commercial District, illustrating the reciprocal value of university–community partnerships. The proposed curriculum model offers a transferable framework for teaching innovation in communication and other applied disciplines.

Keywords: PBL; Communication; Marketing; Business District; USR