广告学专业本科培养方案Undergraduate Program for Specialty in Advertising一、培养目标Ⅰ. Educational Objectives 本专业旨在培养具备广告学理论与技能、拥有扎实的文理复合性科学文化知识，能在新闻媒介广告部门、广告公司、市场调查公司、信息咨询公司、网络公司，以及企事业单位从事广告经营、广告筹划创意和设计制作、市场营销筹划、及市场调查分析工作的广告学高级专门人才This program prepares students to be professional specialists in advertising. Students with the knowledge and skills of advertising may develop a career in advertising panies, idea and design, information query panies, network panies and various sectors.二、根本规格要求Ⅱ.Skills Profile本专业学生主要学习马克思主义根本原理、广告学的根本理论与根本知识，承受广告筹划、市场营销筹划和操作实施等根本能力训练，掌握广告实施与经营管理的根本知识与技能。
毕业生应获得以下几个方面的知识和能力：1. 系统地掌握广告学根本理论、根本知识；2. 具有现代广告的筹划、创意、制作、发布的根本能力，以及市场调查与营销的根本知识和市场分析、数据处理的根本能力；3. 熟悉有关广告的政策法规；4. 具有公共关系的根本知识与活动能力；5. 了解中国广告事业的现状与开展趋势，了解外国广告事业的开展动态Students of this program are e*pected to gain：1. Knowledge of advertising；2. Skills in planning, creative, making and issuing of advertising, skills in marketing and skills ininformation analysis and processing；3. Understanding the law and regulations of China in advertising；4. knowledge and skills of public relations；5. Understand current stage and trend of Chinese and global advertising industry.三、学制与学位Ⅲ. Length of Schooling and Degree修业年限：四年Duration：4 years授予学位：文学学士Degrees Conferred： Bachelor of Art四、学时与学分Ⅳ. Hours/Credits总学分：219.5Total Credits：219.5课内教学学时/学分：2607/162.5 占总学分的比例：74%Curriculum Class Hours/Credits：2607162.5Percentage in Total Credits：74%其中：Including：通识教育根底课学时/学分：1249/78 占总学分的比例：35.5%Class Hrs/Crs of General Education：1249/78Percentage in Total Credits：35.5%学科根底课学时/学分：1038/64.5 占总学分的比例：29.4%Class Hrs/Crs of Basic Courses of Disciplines：1038/64.5Percentage in Total Credits：29.4%专业课学时/学分：320/20 占总学分的比例：9.1%Class Hrs/Crs of Specialized Courses：320/20 Percentage in Total Credits：9.1%集中性实践环节周数/学分：47/47 占总学分的比例：21.4%Weeks/Credits of Major Practical Training：47/47Percentage in Total Credits：21.4%课外活动和社会实践最低要求学分：10 占总学分的比例：4.6%Minimum Credits of E*tracurricular Activities and Practice：10 Percentage in Total Credits：4.6%五、主干学科Ⅴ. Major Disciplines传播学munication、新闻学Journalism六、主要课程Ⅵ. Main Courses 传播学概论Introduction to munication、广告学Advertising、广告筹划与创意Advertising Planning and Idea、广告经营管理Advertising Operation and Management、多媒体素材制作Introduction to Multi-media Creation、平面广告设计Design of Plane Advertisements、广告摄影Advertising Photography、网络广告Introduction to Advertisements Online、市场营销学Market Selling、公共关系学Public Relations七、教学进程方案表Ⅶ. Table of Teaching Schedule院〔系〕：新闻与信息传播学院 专业：广告学School(Department)：School of Journalism & Information municationsSpecialty：Advertising课程类别Courses Classi-fied课程性质Courses Nature课程代码CourseCode课程名称Course Name学时/学分Hrs/Crs其 中Including各学期学时Hours Distribution of in a Semester课外E*tra-cur.实验E*p.上机Oper- ation一1st二2nd三3rd四4th五5th六6th七7th八8th通识教育根底 General Education Courses 必 修Required0100011思想概论Introduction to Mao Zedong Thought54/33024必 修Required0100031理论概论Introduction to Deng *iaoping Theory70/43040必 修Required0300021思想道德修养Morals and Ethics51/32724必 修Required1200011军事理论Military Theory16/116必 修Required0500011大学英语College English224/1456565656必 修Required0700013微积分〔文科〕Calculus (Humanity)80/580必 修Required0400011体育Physical Education128/832323232必 修Required0500561新闻传播学讲座Lectures on Journalism and munication24/1.524必 修Required0800011计算机概论Introduction to puter Technology32/21632必 修Required0300011法律根底Fundamentals of Law34/21024必 修Required0100042马克思主义政治经济学原理Mar*ist Political Economy40/2.5832必 修Required0300031当代世界经济与政治Contemporary World Economy and Politics36/2432必 修Required0100021马克思主义哲学原理Mar*ist Philosophy54/32232必 修Required0700062概率论与数理统计〔二〕Probability and Mathematics Statistic〔Ⅱ〕48/348必 修Required0500571传播学概论Introduction to munication40/2.540必 修Required1100101广告学Advertising40/2.540必 修Required0500581传播研究方法munication Research Methods54/354必 修Required0500591中外广告史Introduction to Advertisements32/232必 修Required0500601中国古代文学Ancient Chinese Literary96/64848自科类限选课程Restricted Electives in Natural Sciences96/6学科根底课程 Basic Courses of Disciplines必 修Required1100092市场营销学Market Selling32/236必 修Required0500601广告筹划与创意Advertisement Planning and Creation56/3.556必 修Required。