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Program for Undergraduates of Advertising(2018)

I. Guidance

In order to meet the needs of the rapid economic and social development, according to the characteristics of applied liberal arts, the principle of program design is to balance cultural literacy and professional quality, integrate innovation ability with communication technology, equally stress market awareness and innovation spirit, and improve both theoretical and practical ability, so as to enable students to be competent for the positions of creating, planning, managing and other works in advertising service industry.

II. Objectives

In order to meet the general needs of excellent talents in planning, marketing, brand promotion, publicity, and media management, the program design aims to provide specialized personnel for companies dealing with advertising, communication, public relations and marketing, for advertising service departments and public relation departments in both enterprises and government and for advertising education, research and training institutions.

III. Requirements for Graduation

1.      Have the correct values and ethics; be equipped with patriotism and integrity; observe the law; have a high sense of social responsibility and a good spirit of collaboration; and have a good scientific and cultural literacy.

2.      Master the basic knowledges in communication, marketing, art and other disciplines required and certain knowledge of humanities and social sciences; grasp the basic knowledge, basic theories and basic skills of advertising systematically; and know the knowledge hierarchy of advertising and development trend of the advertising industry.

3.      Be able to use relevant theories and techniques to finish works including advertisement design, planning, public relations, marketing, advertising management and management. Be competent in advertising copywriting, print advertisement creation, video advertisement production, digital marketing and communication.

4.      With a four-year learning period, the Bachelor of Arts can be obtained upon completing the 148-credit courses and meeting all the requirements.

5.      It is recommended to take no more than 27 but no less than 20 credits per semester in the first and second grades while in the third and fourth grades the number is 24 and 14.

6.      The compulsory course design of liberal education requires one course of two credits in mathematics and statistics, and one course of two credits in the excellent courses. The selective one requires 8 credits, of which 4 credits should be science courses, and it’s recommended to select aesthetics, psychology or Chinese and foreign art to acquire other 4 credits.

7.      The common courses in social science require 13 credits, of which 11 credits are for compulsory courses and 2 for elective courses. Students who are willing to major in advertising are recommended to take the Social Research Methods. All the 13 credits must be completed in the first year.

8.      Students are allowed to graduate earlier or later, but the maximum length of study mustn’t exceed 6 years (including suspension).

IV. Curriculum Structure Proportion

1. Total credits: 148 credits

2. Liberal Education Courses: 49 credits (33%)

3. Common Courses in Social Science: 13 credits (9%)

4. Foundation Courses: 20 credits (14%)

5. Specialized Courses: 66 credits (44%)

V. Core Courses

Introduction to Marketing, Public Relations, Introduction to Advertising, History of Chinese and Foreign Advertising, Classical Advertising Theory and Works Selection, Audiovisual Language and Film Advertising, Advertising Photography, Advertising Planning, 4A Advertising and Theory Frontiers (Series Lectures), Advertising Creativity, Advertising Copywriting Writing, Consumer Behavior, Print Advertising Design, CI Design, Advertising Market Investigation, and Advertising Psychology.