Basic educational system: four years | Enrollment target: | Education: technical secondary school | Professional code: 050303
Training objectives
Training objectives
Training objectives: This major trains compound talents who can work in media advertising department, advertising company, market consulting agency, government departments, enterprises and institutions, cultural and creative industries and other related institutions, and engage in advertising and communication operation, planning, creativity, production, marketing and market research. Graduates of this major should have theoretical knowledge of advertising and marketing communication, broad vision, certain innovation ability and professional skills, and master the basic knowledge of communication, marketing, sociology, psychology, audio-visual communication and other disciplines.
Training requirements: Students in this major mainly study the basic theories and knowledge of advertising and related interdisciplinary subjects, receive basic training in scientific research methods, strategic analysis ability, creative thinking mode, business cooperation awareness, and have basic abilities in market analysis, consumer behavior analysis, planning, advertising creativity, and media strategy formulation and implementation.
Graduates should have the following knowledge and abilities:
1. Master the basic theories and knowledge of advertising, communication and marketing;
2. Be familiar with advertising policies and regulations and understand the social, economic and cultural significance of advertising activities;
3. Have the ability to effectively implement advertising planning, creativity, production and release activities under the background of integrated marketing communication;
4. Understand the development status and trends of domestic and international advertising industry.
5. Have good professional ethics, lofty professional ideals, innovative consciousness and the ability of continuous learning.
Main subjects: journalism and communication, marketing.
Core courses: communication, marketing, introduction to advertising, introduction to sociology, market survey and statistics, new media advertising, advertising planning and design, advertising effect, film and television advertising, advertising copy, advertising photography, advertising history, advertising laws and regulations, etc.
Main practical teaching links: cognitive practice in lower grades, practice in senior media and advertising companies.
Main professional experiments: photography, print advertising design, electronic advertising design.
Length of study: four years.
Degree awarded: Bachelor of Arts.
Professional ability requirements
Professional ability requirements
The main contents of professional teaching
The main contents of professional teaching
Introduction to communication, introduction to China culture, advertising history at home and abroad, advertising science, advertising planning, print advertising design, advertising camera and photography, advertising operation and management, news operation and advertising regulations and management train the following professional directions: media management, network communication, image design and new media communication.
Major (skill) direction
Major (skill) direction
Advertising enterprises: advertising planning, advertising creativity, advertising design, advertising production, advertising delivery.
Example of vocational qualification certificate
Example of vocational qualification certificate
Examples of continuing learning majors
Employment direction
Employment direction
Employment prospect of advertising major;
In the development of socialist market economy, advertising has become an indispensable hot industry. Although advertising, a social phenomenon, appeared earlier, and related research abroad has already flourished, the advertising science specializing in advertising in China started late. After the reform and opening up, with the development of China's socialist market economy and the acceleration of international economic globalization, commodity circulation has become increasingly frequent. In the fierce competition among enterprises, the advertising war has also intensified. Enterprises spend a lot of money on advertising, which promotes the rapid development of advertising industry in China.
What is incompatible with the vigorous development of advertising industry is the lack of professional advertising talents. At present, there are no fewer than 200,000 advertising employees in China, but less than one-twentieth of them have actually received professional education and systematic training. Many advertising practitioners are half-way monks. Of course, this is not to say that non-professionals can't shoot good advertisements, but on the whole, the advertising production teams seem to be uneven, and most of them are not very high. To catch up with the advanced level in the world, China's advertising must fundamentally improve the quality of the advertising team, and the most fundamental way to improve the quality of the advertising team is to select outstanding talents from graduates majoring in higher education.
Advertising major belongs to journalism and communication in literature, among which journalism and communication are seven majors, and advertising major ranks 1 in journalism and communication major, ranking second in the whole literature category. Cities with good employment prospects are: Shanghai, Beijing, Guangzhou, Shenzhen, Hangzhou, Chaoyang, Wuhan, Xiamen, Chengdu and Nanjing.
Advertising professional employment direction:
After graduation, students majoring in advertising can engage in advertising management, advertising planning, creative design and production, marketing planning, market research and analysis in the advertising department of news media, advertising companies, market research and information consulting industries and enterprises and institutions. Work: graphic design, graphic designer, copywriter, artist, sales representative, sales manager, Taobao artist, copywriter, marketing specialist, account manager, recruiter, planning manager, etc.
Corresponding occupation (post)
Corresponding occupation (post)
Other information:
To a large extent, it is nothing more than civil servants, radio and television bureau, newspapers and other local and municipal media work. With such limited employment options, your university should study books related to exams, applications and civil service exams, which is no different from other professional civil service exams. In addition to the iron rice bowl, advertising majors have a wide range of employment choices after graduation. One of the reasons why I like this major very much is that you have contacted and learned a lot of knowledge. You are a sophomore, and I believe you have taken many courses. Let me give you a few examples: advertising companies (planning, copywriting, AE, brand promotion professionals, etc. ); The company is not limited to industries (planning department, product department, marketing department and other related work); I am currently engaged in the Internet software industry, and my position is PM product manager. If you want to know the work content of PM. To tell the truth, many people like photography and travel. If you catch a lot of young people around me, the key is whether you want to take interest as a career. Our sophomores and juniors have photography classes, as well as graphic design and video editing classes. If you really like it, study hard and be a rice bowl in the future. After graduation, students majoring in advertising can engage in advertising management, advertising planning, creative design and production, marketing planning, market research and analysis in the advertising department of news media, advertising companies, market research and information consulting industries and enterprises and institutions.