Program Overview

Program Overview

The Advertising major is a specialized program designed to equip students with the theoretical foundations and practical skills necessary for a successful career in the advertising industry. The program aims to cultivate high-level advertising professionals who possess a deep understanding of advertising principles, marketing strategies, and creative techniques.

Program Objectives

The program's primary objectives are to:

• Foster students' understanding of advertising theories and practices
• Develop students' skills in advertising planning, creative design, and market analysis
• Equip students with the ability to read and comprehend English-language professional literature
• Prepare students for careers in advertising management, marketing, and related fields

Program Structure

The program consists of three main components:

• Public Foundation Courses: These courses provide a broad-based education in subjects such as Chinese modern history, Marxist theory, English, and information technology.
• Professional Courses: These courses are specifically designed to provide students with a comprehensive understanding of advertising principles and practices, including advertising planning, creative design, and market analysis.
• Vocational Ability Expansion Courses: These courses aim to enhance students' professional skills and adaptability in the workplace.

Course Settings

The program offers a range of courses, including:

• Public Foundation Courses:
  • Chinese Modern History
  • Marxist Theory
  • English
  • Information Technology
• Professional Courses:
  • Advertising Principles
  • Advertising Planning
  • Creative Design
  • Market Analysis
• Vocational Ability Expansion Courses:
  • B2B Brand Management
  • Public Relations
  • Advertising Design
  • Short Video Creation and Marketing
  • Mobile Marketing Practice

Teaching Methods

The program employs a combination of online and offline teaching methods, including:

• Online Teaching: Utilizes digital technology to provide flexible and personalized learning experiences.
• Offline Teaching: Includes face-to-face instruction, discussions, case studies, and project-based learning.

Assessment and Graduation Requirements

Students are assessed through a combination of process-based and outcome-based evaluations. To graduate, students must:

• Complete all required courses and earn the prescribed number of credits
• Pass the graduation examination
• Meet the requirements for the degree certificate

Degree Requirements

The program offers a bachelor's degree in Advertising. To be eligible for the degree, students must:

• Complete all required courses and earn the prescribed number of credits
• Meet the requirements for the degree certificate
• Pass the graduation examination

Academic Requirements

The program has a total of 89 credits, with a minimum duration of 2.5 years and a maximum duration of 5 years. The academic requirements include:

• Public Foundation Courses: 24 credits
• Professional Courses: 38 credits
• Vocational Ability Expansion Courses: 9 credits
• Practical Teaching Links: 18 credits