广告学培养方案.docVIP

广告学专业人才培养方案 Cultivation Plan for Advertising Major 一、培养目标 I. Cultivation Goal 本专业旨在培养具备扎实的广告学理论与技能，能在各类媒体、广告公司、信息咨询公司、网络公司、以及企事业单位从事广告经营、广告策划创意和设计制作、营销策划及市场调查分析工作的应用型专门人才。 This program enables students to be professional specialists in advertising. Students with the knowledge and skills of advertising may develop their career in advertising companies, design and planning, information query companies, network companies and various sectors. 二、基本规格 II. Basic Requirements 本专业学生主要学习马克思主义基本原理、广告学的基本理论，熟悉掌握广告实务与整合传播的基本知识与技能，能够熟练运用各类CAD和网络传播现代技术知识，集策划、创意、设计、制作于一体，形成“厚基础、宽口径、重特色”的知识结构。 This student in this major should learn basic principles of Marxist , and basic theory and knowledge of advertisement .They will receive the basic ability training as advertisting and integrating propagation, master the required knowledge and skills of and modern techniques of web transmission and CAD knowledge of all kinds. Collecting the plans, the creative, the design and the making in an integral whole, and enables the students to learn the principles and skills and to build an excellent knowledge structure. 三、修业年限 III. Duration of Study 标准学制四年，弹性学制3～7年。 General duration is 4 years, and special duration is 3 to 7 years. 四、主干学科 IV. Major Subjects 新闻传播学 Journalism and communication 五、主要课程 V. Major Courses 广告学概论、广告策划与创意、广告经营与管理、广告文案、广告心理学、网络广告、电脑广告设计、广告摄影、广告媒体研究等。 Introduction to Advertising，Advertising Planning and Creation， Advertising Operation and Management，Writing of Advertisement ,Advertising Psychology，Internet advertising，Design of Computer Advertising，Advertising Photography，Studying of Advertising Media 六、授予学位及毕业学分要求 VI. Credit requirements of degree and graduation 本专业的学生，在校期间必须修满本培养方案所规定的163.5学分方能毕业。其中必修课122.5学分，专业选修课17学分，其它选修课24学分（其中包括全校公共选修课至少6学分）。 Students shall earn no less than 163.5 credits within the duration of academic study, respectively 122.5credits for compulsory courses, 17 credits for professional elective courses, and 24 credits for other elective courses