广告学品牌传播方向

广告学（品牌传播方向）

Advertising（Brand communication）

专业代码：050303 学制：4年

Major Code: 050303Length of Schooling：4 years

培养目标：

本专业培养面向社会、面向世界、面向未来，掌握现代品牌传播的基本理论，具有现代品牌传播的创意理念，熟悉品牌传播的运作流程，熟悉现代品牌传播、推广、经营、管理方法的专门人才。毕业生能够胜任国有大中型企业、民营企业、外资企业及各类事业单位等单位工作。

Educational Targets：

This major is for cultivating talents who know modern branding theories well, have strong awareness for modern brand communicating innovation thinking; they need to be familiar with the the whole process of brand communicating, including brand promotion, brand management as well as brand operation. Those talents, they are society-oriented, globalized and future-oriented. Graduates of this major, they should be able to work in large and medium-sized state-owned enterprises, private enterprise, foreign-funded enterprise and varied public institutions.

目标1：（扎实的专业基础）以品牌传播理论为核心，培养学生系统地掌握专业基本原理、方法和手段等。

Target 1: (consolidate the basis of the special field) With brand commincation theories as the core, cultivating students with basic professional theories, methods and approaches.

目标2：（良好的专业技能）培养学生具备基本的从业基础技能。

Target 2: (good technical abilities in the special field)teaching students basic vocational skills

目标3：（知识的运用与融通）培养学生能把理论知识与实践结合，在实践运用中消化与提升知识的理解。

Target 3:(the well-understanding and practice of knowledge) train students' ability to combine theory with reality, finally achieving a real understanding and mastering of knowledge in real practice.

目标4：（创新精神与创业能力并具）广告是应用性学科，创新是广告的灵魂。培养学生专业能力的原创性与独立精神。

Target 4:( contain both spirit of innovation and enterprise competence ) advertising is an applied science

目标5：（全球视野）宏观的战略眼光和国际视野，与国际行业标准的接轨。

Target5: (global vision) with a macroscopic strategic vision and international vision, which can help to meet the international industry standards.

专业特色：

本专业具有跨学科、综合性、实践性强的特点，要求学生能较系统地学习传播学、管理学、市场营销学、广告学的基本原理，掌握品牌的基本理论和基础知识，熟悉现代品牌传播、推广、经营、管理的方法，具有较强的品牌传播的运作能力和品牌理论的研究能力。

Speciality Features:

This major features interdiscipline, comprehensiveness and practicality, thus, it requires students to learn not just advertising systematacially, but also Mass Communication, management and marketing. Firstly, students are required to grasp basic theories and knowledge of branding, and then they need to get familiar with modern branding, promotion, operation and management methods. Both outstanding branding operation skills and theoretical study ability are our teaching goals.

培养要求：

本专业要求学生掌握广告学的基本理论与常识，接受品牌传播方面的专业理论教授，掌握品牌传播所需的理论与实践能力，以适应经济社会发展需求，尤其是适应当代创意产业发展与中国广告产业升级需要。

Educational Requirement:

n oder to meet the requirements of modern idea industry's development and the updating situation of China's advertising industry, students of this major should master basic advertising theories and common

knowledge, learn Professional branding theories; besides the theories, they also need to have the practical ability for working in the real advertising industry.

知识架构：(Knowledge Structure)

A1 人文社科基础知识；

A1; Basic knowledge of Humanities and Social Science

A2 素质教育知识体系（包含各学科领域中的普及知识）；

A2 Knowledge System of Competence Education

A3 广告学专业领域知识；

A3 Professional Knowledge

A4广告学专业前沿与特色理论；

A4 leading and characteristic theories

A5实践运用知识；

A5 Practical and Operational theories

A6跨文化、国际化知识；

A6 Cross-cultural, international knowledge；

能力要求：(Ability Requirements)

B1 专业视野能力；B1 Professional Vision Ability

B2创造与创新能力；B2 Innovation and Creativeness Ability

B3 沟通协作能力；B3 Communication and Cooperation Ability

B4 市场洞察能力；B4 Sharp Market Insight

B5 行业适应能力；B5 Industry Adaptability

B6 艺术审美与创作能力；B6 Aesthetic Judgment and Creation Ability

B7 系统策划与运营能力；B7 Systematical Design and Operation Ability

B8 终身学习能力；B8 Lifelong Learning Ability

素质要求：(Quality Requirements)

C1 志存高远、意志坚强——以传承文明、探求真理、振兴中华、造福人类为己任，矢志不渝；

C1 Ambitious, strong-willed—with the pursuit of civilization heritage, the truth, the rejuvenate of nation, as well as the benefit of human race;

C2 刻苦务实、精勤进取——脚踏实地，不慕虚名；勤奋努力，追求卓越；

C2 Diligent, pragmatic, down to earth, hard working, excellence striving;

C3 身心和谐、视野开阔——具有良好的身体和心理素质；具有对多元文化的包容心态和宽阔的国际化视野；

C3 Physical and mental harmony, open-minded—with good physical and mental quality, as well as the tolerant mentality of multicultural and broad international perspective;

C4 思维敏捷、乐于创新——勤于思考，善于钻研，对于推陈出新怀有浓厚的兴趣，富有探索精神并渴望解决问题；

C4 Quick thinking, innovative awareness——diligent in thinking, good at research, with strong interest in innovation, full of curiosity and desire to solve problems;

C5崇高价值观念——具有正确的法律意识、职业道德及很强的社会责任感，具有较强的主动性、责任感与合作性。C5Noble values—with the correct legal awareness, professional ethics and a strong sense of social responsibility, as well as strong initiative, responsible and cooperative awareness.

授予学位：

Degree Conferred:

文学学士学位Bachelor of Arts

主干课程：

广告学原理、广告摄影与摄像、品牌学概论、公共关系学、市场营销、品牌战略管理、品牌传播学、广告策划与创意、广告设计与制作、中外广告史、广告文案等。

Main Courses:

Advertising Theories; Advertising photography and videography; Introduction to Branding(bilingual); Public Relations; Marketing; Brand Strategy Management; Brand Communication; Brand Market Research; Advertisement Design and Idea; Ads Design and Production; History of Chinese and Foreign Advertisement; Advertising Copy

特色课程：

全英语教学课程：中外品牌传播案例评析

双语教学课程：调查统计与分析、消费者行为学

研究型课程：中外广告史、企业文化管理

讨论型课程：品牌学概论、广告文案

创新实践课程：市场营销学

创业教育课程：动漫文化与产业发展概论

Featured Course:

Courses Taught in English: Branding Case Study of China and Foreign Countries

Bilingual Courses: Survey Statistics and Analysis; Customer Behavior

Research Courses: History of Chinese and Foreign Advertisement; Management of Enterprise Culture e Seminar: Introduction to Branding; Advertising Copy

Innovation Practice Courses: Marketing

Entrepreneurship Education Courses: Introduction of Animation Culture and Industrial Development

一、教学计划总体安排表（Teaching Schedule）

学年学

期

教学进度安排（周）理

论

教

学

考

试

入

学

教

育

军

训

课

程

设

计

大

作

业

工

程

训

练

电

子

实

习

综

合

实

验

社

会

实

践

生

产

实

习

毕

业

实

习

其

它

实

习

中

外

合

作

项

目

毕

业

设

计

就

业

安

排

机

动

假

期

小

计

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

A B C D E F G H I J K L M N O P Q R

一

1 C A A A A A A A A A A A A A B B D D D 13

2 1

3 19

2 A A A A A A A A A A A A A A A A Q Q B B 16 2 2 20 二

3 A A A A A A A A A A A A A A A A Q Q B B 16 2 2 20

4 A A A A A A A A A A A A A A A A Q Q B B 16 2 2 20 三

5 A A A A A A A A A A A A A A A A Q Q B B 1

6 2 2 20

6 A A A A A A A A A A A A A A A A Q Q B B 16 2 2 20 四

7 L L L L L L L L L L L L L L L L Q Q Q Q16 4 20

8 O O O O O O O O O O O O O O O O P P P P 16 4 20

合计（周）93 12 16 16 4 14 159 二、各类课程学分登记表（Registration Form of Curriculum Credits）

课程类别Course Category 课程要求

Requirement

学分

Credits

学时

Academic Hour

备注

Remarks

理论教学Lectures

公共基础课

General Basic Course

必修

Compulsory

38.0 508

通识

Elective

10.0 160

学科基础课

Disciplinary Basic

Courses

必修

Compulsory

44.0 728

选修

Elective

10.0 160

专业领域课

Specialty- related

Courses

必修

Compulsory

24.0 392

选修

Elective

10.0 160

合计

Total

必修

Compulsory

106.0 1628

选修

Elective

30.0 480

136.0 2108

集中实践教学环节（周）

Practice Training (Weeks)

31.0 39

毕业生学分要求

Graduation Credit Required

136.0＋31.0＝167.0

注：通选课在合计中计入选修一项中

Notes: Public Course will be counted in Elective

每学期建议修读学分表

学期第1学期第2学期第3学期第4学期第5学期第6学期第7学期第8学期合计学分29 26+2 24+2 22+2 6+2+10 3+2+10 15 12 167 每学期课程安排要均匀。

三、专业教学计划表（Teaching Schedule）

类别Course Category

课程

代码

Course No.

课程名称

Course Title

是

否

必

修

C/E

学时数

Total Curriculum Hours学分

数

Credits

开课

学期

Semeste

r

知识架

构

Knowledge

Structure

能力

要求

Capacity

Require

ments

素质

要求

Quality

Requirem

ents

总学

时

Class

Hours

上机

Computer

-aided

Class

Hours

实验

Lab

Hours

公共基础课General Basic Course 143093

思想道德修养与法律基础

Cultivation of Thought and

Morals & Fundamental of

Law

必

修

课

(48)

(36)

3.0 1 A1C5 143106

毛泽东思想和中国特色社会

主义理论体系概论

Thought of Mao ZeDong and

Theory of Socialism with

Chinese Characteristics

(96)

48

6.0 2 A1C5 143091

中国近现代史纲要

Skeleton of Chinese Modern

History

(32)

24

2.0 3 A1C5 143090

马克思主义基本原理

Fundamentals of Marxism

Principle

(48)

36

3.0 4 A1C5 143094

形势与政策

Analysis of the Situation &

Policy

(128) 2.0 1-8 A1C5 144001

大学英语（一）

College English(1)

64 4.0 1 A8B6 B7C3 144002

大学英语（二）

College English(2)

64 4.0 2 A8B6 B7C3 145223

大学计算机基础

College Computer Basis

32 2.0 1 A3

152001

体育（一）

Physical Education (1)

32 1.0 1 B7C3 152002

体育（二）

Physical Education (2)

32 1.0 2 B7C3 152003

体育（三）

Physical Education (3)

32 1.0 3 B7C3 152004

体育（四）

Physical Education (4)

32 1.0 4 B7C3 106001

军事理论

Military Principle

(16) 1.0 2 A5

140194

微积分基础

Calculus Basis

64 4.0 1

145125

多媒体技术及应用

Application of Multimedia

Technology

48 3.0 2

人文科学领域

Humanities Field

通

识

课

32 2.0 A1

社会科学领域

Social Science Field

32 2.0 A2

科学技术领域

Science and Technology Field

96 6.0 A3

合计668 48.0

三、专业教学计划表（续）Teaching Schedule(extend)

类别Course Category 课程

代码

Course

No.

课程名称

Course Title

是

否

必

修

C/E

学时数

Total Curriculum Hours学分

数

Credit

s

开课

学期

Semester

知识

架构

Knowl

edge

Struct

ure

能力

要求

Capacit

y

Require

ments

素质

要求

Quality

Require

ments

总学

时

Class

Hours

上机

Comput

er-aided

Class

Hours

实验

Lab

Hours

学科基础课Disciplinary Basic Courses 171388

中国古典文学

Chinese classical literature

必

C

48 3.0 1 A1 B5 C1 171002

中西文化概论

Culture Panorama of Chinese and

Western

必

C

48 3.0 1 A1 B3 C2 171014

大众传播媒介概论

The Mass Media

必

C

48 3.0 1 A2 B1 C2 171008

基础写作

Basic Writing

必

C

48 3.0 1 A1 B10 C4 171389

中国现当代文学

Chinese Modern and Contemporary

Literature

必

C

32 2.0 2 A1 B5 C1 171005

外国文学

Foreign Literature

必

C

48 3.0 2 A1 B5 C1 171003

传播学概论

Fundamentals of Communication

必

C

48 3.0 2 A2 B3 C3 171038

经济学原理Ⅲ

Principles of Economics

必

C

48 3.0 2 A2 B3 C4 171007

新闻学理论

Theories of Journalism

必

C

48 3.0 3 A2 B3 C2 171006

广告学原理

The Principle of Advertising

必

C

48 3.0 3 A2 B3 C3 171346

传播技术基础

Basis of Communication Technolog

y

必

C

56 24 3.0 3 A3 B7 C4 171117

公共关系学

Public Relations

必

C

32 2.0 3 A2 B4 C4 171348

基础摄影

Fundamentals of Photography

必

C

40 24 2.0 3 A3 B7 C3

新闻伦理与法规

必

C

32 2.0 3 A2 B7 C5 171349

摄像基础

Video Basics

必

C

40 24 2.0 4 A3 B7 C4 171010

社会学

Sociology

必

C

32 2.0 4 A2 B2 C5 171013

美学基础

Basic Aesthetics

必

C

32 2.0 4 A1 B2 C1 171317

媒介文化

Media Culture

选

E

32 2.0 5 A2 B1 C3 171403

网络传播学

Internet Communication

选

E

32 2.0 6 A2 B1 C2 171019

调查统计与分析

Survey and Analysis

选

E

32 2.0 5 A4 B4 C2 171020

策划学

Planning

选

E

32 2.0 5 A2 B7 C4 171194

国际传播

International Communication

选

E

32 2.0 6 A8 B1 C3 171402

动漫文化与产业发展概论

Introduction of Animation Culture

and Industrial Development

选

E

32 2.0 6 A2 B1 C4 171345

文化创意产业概论

Conspectus of Cultural and Creative

Industries

选

E

32 2.0 6 A2 B1 C4 171394

电视演播室节目制作

Electronic Studio Production

选

E

40 24 2.0 6 A3 B1 171288

新媒体艺术概论

Introduction of New Media Culture

选

E

32 2.0 6 A2 B1

合计Total 必

C

728 44.0

选

E

选修课修读最低要求10.0学分

专

业

领

域

课Specialty-related Courses171059品牌学概论

Introduction to Branding

必

C

48 3.0 3 A3 B1 C5

171061市场营销学

Marketing

必

C

48 3.0 3 A3 B1 C3

171067广告设计与制作

Ads Design and Production

必

C

48 3.0 4 A5 B6 C4

171060品牌传播学

Brand Communication

必

C

48 3.0 4 A3 B1 C5

171068广告策划与创意

Advertisement Design and Idea

必

C

56 24 3.0 4 A5 B2 C4

171197 品牌战略管理

Brand Strategy Management

必

C

48 3.0 5 A3 B7 C4

171072 中外广告史

History of Chinese and Foreign

Advertisement

必

C

48 3.0 5 A4 B1

171235 广告文案

Advertising Copy

必

C

48 3.0 3 A3 B2 C2

171066 企业文化管理

Management of Enterprise Culture

选

E

32 2.0 5 A1 B4 C3

171398 中外品牌传播案例评析

Branding Case Study of China and

Foreign Countries

选

E

32 2.0 5 A5 B6 C2

171360 视觉语言与图片编辑实务

Visual Language and Picture Editor

选

E

32 2.0 5 A6 B4 C3

171395 网页设计基础

Web Design Basis

选

E

56 3.0 5 A3 B9 C4

171073 消费者行为学

CustomerBehavior

选

E

32 2.0 6 A3 B1 C3

171397 广告摄影与摄像

Advertising photography and

videography

选

E

32 2.0 6 A5 B3 C5

171401 广告媒介策划

Advertising Media Planning

选

E

32 2.0 6 A5 B4 C4

171396 广告法规与伦理

AdsRegulationand ethics

选

E

32 2.0 6 A5 B1 C2

合计

Total

必

C

392 24.0

选

E

选修课修读最低要求10.0学分

四、集中实践教学环节(Practice-concentrated Training)

课程代码Course No 课程名称

Course Title

是否

必修

C/E

学时数

Total Curriculum

Hours

学分

数

Credits

开课

学期

Semester

知识

架构

Knowle

dge

Structur

e

能力

要求

Capacity

Require

ments

素质

要求

Quality

Require

ments

实践

Practice

weeks

授课

Lecture

Hours

106002 军训

Military Training

必3周 3.0 1 B7

105001 公益劳动

Public Service

必1周 1.0

假期

进行

C5

171218 毕业实习

Practice on Diploma Project

必16周12.0 7 C5

171050 毕业设计（论文）

Diploma Project

必16周12.0 8

社会科学研究方法

Social science research methods

必3周 3.0 6 A5 B4 C4 合计

Total

必

C

39周31.0