Advertising College now has advertising department, art design department, public relations department and several research institutions, offering three majors: advertising, public relations and art design, covering four levels: undergraduate, double degree, master and doctor. At present, Advertising College has made fruitful achievements in the fields of urban consumer behavior research, media economy research, China advertising development history research, advertiser marketing strategy and advertising activities research, digital new media research, public relations and public opinion research.
From the perspective of professional education, advertising college strives to build a leading professional platform from both teaching and scientific research, and on the basis of the accumulation of teaching and scientific research achievements, it forms a high-quality platform for the collection and divergence of industry knowledge, which constitutes a strong support for students to become adults and talents.
Teaching: emphasize the cultivation of core resources and build a unique and systematic professional curriculum system.
In the field of undergraduate teaching, the courses of advertising college can be divided into three categories, corresponding to three different levels of running schools. The bottom layer is the college students' basic curriculum group, which provides students with learning space; The second layer is the professional core curriculum group, which provides students with a creative environment; The top layer is a tutorial practical research discussion course group, which provides students with innovative research opportunities.
In teaching management, we should respect and inspire students' right to choose, and provide students with the convenience of choosing courses as much as possible. At the same time, students can choose courses in different professional curriculum systems, such as advertising, public relations, advertising design, etc., and form different professional exports, thus changing the traditional single-track teaching management mode in which one major corresponds to one export.
Scientific research field: emphasize the establishment and stability of scientific research platform, and lead teaching and practice with innovation.
The scientific research platform makes the college stand at the forefront of specialty and become an important device for professional knowledge innovation, leading teaching with innovation. At present, the main research and teaching practice platforms of the Advertising College of China Communication University include:
IMI market research institute. Edit and publish the IMI Yearbook of Consumer Behavior and Lifestyle every year. It has the earliest research database of urban residents' consumption behavior and communication effect in China, covering 2 1 city for ten years, providing computer-aided telephone surveys and instant advertising effect monitoring reports for enterprises and media. In recent years, he has published relevant academic monographs: Various Forms of Urban Consumption in China and Various Forms of Urban Household Consumption in China.
IAI international advertising research institute. Edits and publishes IAI China Advertising Yearbook every year, and has a database of advertising works involving television, newspapers, magazines and outdoor for many years.
Institute of Advertisers. Mainly engaged in the basic theory and practice research of enterprise marketing strategy, brand communication strategy and advertising activities. Responsible for editing Market Watch-Advertiser magazine.
Capital Media Economic Research Base and Digital Media Research Institute. The predecessor of the two institutions is Media Research Institute, which is mainly engaged in the research of content industry, new technology and new media, regional media, media management and industrial operation.
China Communication University Institute of Public Relations and Public Opinion, China News Development Company Public Opinion Information Research Base. Founded by China Communication University and China News Development Company, it is located in the Department of Public Relations of Advertising College. The institute aims to establish a comprehensive platform for public opinion intelligence and information collection, analysis and research, and provide accurate, effective and instructive information for the decision-making of organizations, institutions and countries.
Over the years, the Advertising College has established long-term cooperative relations with the State Administration for Industry and Commerce, the Office of the Central Steering Committee for Spiritual Civilization Construction, the China Advertising Association, the China Advertisers Association and other government and industry organizations, as well as media, advertising companies and enterprises such as CCTV, Dentsu, one show club of the United States, Guangdong Advertising Company and China Unicom. The cooperation field involves personnel training, scientific research, academic exchange and consulting services, which provides a broader exchange and practice space for teaching and scientific research.
The organic combination of teaching and scientific research has formed a virtuous circle from dynamic research to solidification and precipitation, and the research results such as dynamic topics and annual reports have accumulated downward. At the same time, these academic achievements have formed an important support for undergraduate teaching and project research.
China Advertising Museum and the media information platform under construction have become important platforms for this accumulation.
China Advertising Museum will realize the functions of informal teaching, exhibition, scientific research cooperation, operation and development through the collection of cultural relics and documents, and provide socialized services for media management, publishing, teaching and training, exhibition, consultation and diagnosis.
As a "2 1 1" project, the construction of the media information platform began in 2003. The platform is composed of database platform, mass information storage platform, media information comprehensive processing platform and search and query platform, and it is published for external application through web. The contents of the database involve news dissemination information, radio, film and television technical information, excellent corpora of foreign media with sound language, excellent corpora of media with sound language, media management information and other applications. At present, the first phase of the project has been completed, and a practical media information comprehensive center has been established, which basically meets the needs of Industry-University-Research. The next construction goal of the project is to improve the comprehensive development of media information, make it meet the actual needs, and make the scientific research and academic construction of the center reach the domestic advanced level. Strive to build the center into a first-class and internationally influential research institution in the field of media information technology in 2008.
In 2007, there were 59 1 579 people in general literature and history of advertising in Chongqing.
In 2005, Chongqing 6 15 advertising general literature and history 1 person.