广告培养方案.docVIP

广告学专业本科培养方案 Undergraduate Program for Advertising 一、I、培养目标 II、Educational Objectives The program is designed to bring out talents who are all-round developed in knowledge, ability and morality to meet the need of the 21st century. The students will master basic theories and skills to take jobs of advertising planning and idea, advertising management, advertising design, marketing, public relations, market investigation and analysis, etc. 三、培养要求及特色 III、Requirement and Features Students of the program will acquire: 1. Understanding the Chinese and foreign advertising development history, present situation and future prospect, mastery the basic concept and theory of modern advertising, familiar with advertising campaign processes. 2. Have basic knowledge and skills of marketing, has the strong market insight, can carry on expertly research method design, data processing and result analysis. 3. Have modern advertising planning, creative, design, production, distribution, evaluation and management of basic abilities and skills. 4. Have basic knowledge of public relations, has a strong public relations coordination, organization and management, etc. practical work ability 5. Familiar with policies and regulations concerning advertising, has the strong ability of execution 。 6. Master the knowledge of relevant subjects such as Chinese language literature, journalism, art design, sociology, psychology and other related disciplines of knowledge, has the strong ability of computer operation and at least one foreign language. 四、学制与学位 IV、Length of Schooling and Degree 4年 Duration：4 years 授予学位：文学学士学位 Degrees conferred：Bachelor of Arts 五、主干学科 V、Major DisciplinesJournalism Communication 六、主要课程 VI、Main Courses Introduction to Communication、市场营销学 Marketing、公关原理与实务 Public Relations Theory and Practice、广告学概论 Introduction to Advertising、中外广告史 History of Advertising、广告心理学 Advertising Psychology、广告策划 Advertising Planning、广告创意 Advertising Idea、广告文案写作 Advertising Copy Writing、广告设计 Adver