广告学专业 - 新闻传播学院.docVIP

ZJ4302广告学导论 学时：54/18 学分3 【面向对象】新闻传播类专业 【先修课程】无 【课程简介】介绍广告学的基本概念，广告发展的历史沿革，广告的宏观管理等知识，学习广告主题与广告定位，广告创意以及广告表现的策略与技巧，掌握CIS系统工程的制作、广告媒体研究以及广告调查、广告效果测定的基本技能。 ZJ4302The Principle of Advertising Hours：54/18，Credit：3 【Object-oriented】Journalism and communication major 【Pre-requisites】None 【Course Introduction】This course aims to produce the knowledge about the basic concepts of advertising, the history and timeline of advertisings development and the macro management of advertising, to learn the strategy and skills about advertising theme, advertising positioning, advertising originality and advertisement performance,to master the basic skills about the manufacture of CISsystem engineer, advertising media research advertising survey and the determination of advertising effectiveness. ZJ4310 媒介经济学 学时：36 学分2 【面向对象】新闻学专业 【先修课程】经济学原理、媒介经营与管理 【课程简介】本课程向学生介绍媒介经济学的基础理论和媒介市场运作的相关知识，侧重于介绍媒介的二次销售理论、媒介的受众需求、媒介的价格弹性等内容，旨在提高学生的综合知识水平，以适应媒介市场化的需求。 ZJ4310Media Economics Hours：36，Credit：2 【Object-oriented】Journalism 【Pre-requisites】The principles of economics, media operation and management 【Course Introduction】This course introduces students to the relevant knowledge of media economics theory and media market, the two sale theory, the media focuses on the media audience, the price elasticity of demand of media content, in order to improve the level of comprehensive knowledge of students, to adapt to the media market demand. ZB4313影视广告概论 学时：54/18 学分3 【面向对象】新闻传播类专业 【先修课程】传播学概论，广告学导论 【课程简介】介绍影视广告发展历史、影视广告的分类、影视广告的发展现状及特点，引入影视广告的经典案例分析，学习影视广告拍摄与制作。 ZB4313Introduction to advertising of Film and Television Hours：54/18，Credit：3 【Object-oriented】Journalism and communication major 【Pre-requisites】Theory of Communication, Theory of Advertisement 【Course Introduction】This course aims to introduce the development history, the classification, and the development current situation and characteristics of television advertising，analysis of classic cases into television advertising,study of television a