This paper studies the application of the case teaching in the ad innovation courses,and proves from the teaching experiences that the method plays a key role in enlightening the students\' creative thinking.

To develop the higher vocational innovative curriculum system and foster higher vocational innovative talents;

Guided by modern teaching theory,taking students as center,we should give full play to teachers and students and reform teaching mode of innovative curriculum consistently in order to realize the aim of cultivating talents.

The foundation of innovating education is curriculum innovation.

Based on the principle of “global perspective and local action”, the current C hinese curriculum innovation aims at redefining a series of basic concepts conce rning curriculum and instruction, effectively enriching the basic education curr iculum reform, and continuously drawing fresh experiences from actual practice.

This new model can be called "research, development, diffusion and reflection" (RDD&R) model, which can take teachers as the agent of the change, and lead to "top-down" curriculum innovation.

Teacher s curriculum enactment(TCE) intends to explain the intrinsic relationship between the teacher and curriculum.

Teacher’s curriculum enactment (TCE) is derived from and beyond the enactment of curriculum implementation.