Program Overview

Introduction to the Program

The program in question is the "" (Intelligent Advertising Theory and Practice) course, offered by the School of Journalism and Communication at Huazhong University of Science and Technology.

Course Overview

The course is designed to provide students with a comprehensive understanding of intelligent advertising, including its core models, multiple forms, industry ecology, and ethical governance. The course aims to construct a knowledge system that covers the full chain of intelligent advertising, from theory to practice.

Course Objectives

The course objectives are to:

• Master the full-chain knowledge system of intelligent advertising and build a composite ability of "technology + creativity + strategy"
• Familiarize students with practical scenarios such as programmatic advertising and AI-generated creativity, enhancing their industry competitiveness
• Cultivate future vision and innovative thinking by exploring cutting-edge trends such as generative AI and metaverse advertising
• Acquire the ability to judge ethical risks and make compliant decisions, becoming a "technically and strategically integrated" talent

Course Outline

The course consists of 13 chapters:

1. Number Intelligent Technology and Advertising Change
2. Basic Connotation and Characteristics of Intelligent Advertising
3. Intelligent Advertising Technology
4. Intelligent Advertising Media
5. Intelligent Advertising and Target Consumers
6. Operation Mode of Intelligent Advertising
7. Perceptive Intelligent Advertising
8. Cognitive Intelligent Advertising
9. Emotional Intelligent Advertising
10. Intelligent Advertising Theory
11. Intelligent Advertising Spokesperson
12. Intelligent Advertising Effect Evaluation
13. Intelligent Advertising Ethics

Teaching Team

The course is taught by a team of experienced professors, including:

• Zhang Meilan, Associate Professor and Master's Supervisor at the School of Journalism and Communication, Huazhong University of Science and Technology
• Li Hua-Jun, Deputy Dean and Professor at the School of Journalism and Communication, Huazhong University of Science and Technology
• Zhou Qi, Associate Professor at the School of Journalism and Communication, Wuhan University

Research Areas

The course covers a range of research areas, including:

• Intelligent advertising and its applications
• Brand communication and strategy
• Computational advertising and its effects
• Virtual digital humans and generative AI
• False information and its impact on advertising

Conclusion

The "" course offers a comprehensive and innovative approach to intelligent advertising, providing students with a deep understanding of the subject and equipping them with the skills and knowledge required to succeed in the industry.