廣告學專業(yè)本科培養(yǎng)方案(已修改)
2025-05-25 13:50 本頁面
【正文】 廣告學專業(yè)本科培養(yǎng)方案Undergraduate Program for Specialty in Advertising一、培養(yǎng)目標I、Educational Objectives培養(yǎng)適應(yīng)21世紀社會需要，德、智、體、美全面發(fā)展，系統(tǒng)掌握廣告學基礎(chǔ)理論和基本知識，并掌握相關(guān)學科基本知識和技能，初步具備從事廣告業(yè)及其相關(guān)行業(yè)的素質(zhì)和能力，勝任廣告經(jīng)營管理、廣告設(shè)計制作、公共關(guān)系策劃、企業(yè)形象策劃及市場調(diào)查分析工作的復(fù)合型高級專門人才。矚慫潤厲釤瘞睞櫪廡賴賃軔朧礙鱔絹。The program is designed to bring out talents who are allround developed in morality, intelligence, physics and aesthetics to meet the need of the 21st century. The students will master basic theories and skills to take jobs of advertising management, advertising planning and design, marketing, public relations, market research, 。二、培養(yǎng)要求及特色II、Requirement and Features 接受現(xiàn)代廣告相關(guān)理論、發(fā)展歷史、研究現(xiàn)狀及發(fā)展趨勢等方面的系統(tǒng)教育和業(yè)務(wù)能力的基本訓(xùn)練，掌握現(xiàn)代廣告的基本理論、基本知識；殘騖樓諍錈瀨濟溆塹籟婭騍東戇鱉納。具備現(xiàn)代廣告的策劃、創(chuàng)意、制作、發(fā)布的基本能力以及市場調(diào)查與營銷的基本知識和市場分析、數(shù)據(jù)處理的基本能力；釅錒極額閉鎮(zhèn)檜豬訣錐顧葒鈀詢鱈驄。具有公共關(guān)系的基本知識，具有較強的公關(guān)協(xié)調(diào)、組織管理等實際工作能力。熟悉有關(guān)廣告的政策法規(guī)，具有較強的執(zhí)行能力；具有較強的綜合表現(xiàn)能力和廣告鑒賞、分析能力，了解本學科的前沿成果和發(fā)展前景；掌握漢語言文學、新聞、藝術(shù)設(shè)計等相關(guān)學科的知識，具備較強的計算機操作能力和外語交流能力，具有較強的適應(yīng)現(xiàn)代社會的能力；彈貿(mào)攝爾霽斃攬磚鹵廡詒爾膚億鰾簡。Students of the program will acquire:1. mastery of basic theories and fundamental knowledge of modern advertisement, and familiarity with its history, its present development and future prospect。謀蕎摶篋飆鐸懟類蔣薔點鉍雜簍鰩驅(qū)。2. basic skills in advertisement designing, innovation, production and releasing。 basic knowledge on market research and marketing。 basic skills of market analysis and data processing。廈礴懇蹣駢時盡繼價騷巹癩龔長鰥檷。3. basic knowledge of public relations。 skills of coordination and practical organization。煢楨廣鰳鯡選塊網(wǎng)羈淚鍍齊鈞摟鰨饗。4. familiarity with regulations and laws about advertisement。 ability of practical work。鵝婭盡損鵪慘歷蘢鴛賴縈詰聾諦鰭皚。5. capability of expression, and appreciation of advertisements。 familiarity with the current development and future prospect of this subject。 籟叢媽羥為贍僨蟶練淨櫧撻曉養(yǎng)鰲頓。6. knowledge of relevant subjects such as Chinese language amp。literature, journalism and art design。 skills of puter operation and mastery of at least one foreign language。 ability to meet with the need of the modern 。三、學制與學位III、Length of Schooling and Degree修業(yè)年限：4年 Duration: 4 years 授予學位：文學學士 Degrees Conferred: Bachelor of Art.四、主干學科IV、Major Disciplines 新聞傳播學 Journalism amp。 Communication五、主要課程V、Main Courses傳播學概論 Introduction to Communication、廣告學概論 Introduction to Advertising、市場營銷學 Marketing、廣告策劃與創(chuàng)意 Advertising Planning and Innovation、廣告法規(guī)Regulation of Advertisements、廣告經(jīng)營管理Advertisement Management、廣告媒體研究Studies on Advertising Media、廣告攝影Advertising Photography、廣告攝像 Advertising Shooting、廣告設(shè)計 Advertising Design、廣告寫作Advertising Writing、廣告史 History of 。六、學時與學分VI、Hours/Credits學時學分構(gòu)成表（范例）Table of Hours and Credits課程類別Courses Classified學時/周數(shù)Period/Weeks學分Credit學時比例Proportion of Period理論Theory實踐Practice通識課程平臺General Courses Platform通修General Compulsory720/204+3W%通選General Elective18010%學科基礎(chǔ)課程平臺 Basic Courses Platform必修Compulsory54030%選修Elective25214%專業(yè)課程平臺Major Courses Platform必修Compulsory48627（3）%選修Elective36020%小計Amount2538
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