Courses for InternationalUndergraduates of Advertising in Department of Advertising (2018)
I. Guidance
According to the characteristics ofapplied liberal arts, the principle of program design is to balance culturalliteracy and professional quality, integrate innovation ability withcommunication technology, equally stress market awareness and innovationspirit, and improve both theoretical and practical ability, so as to enablestudents to be competent for the positions of creating, planning, managing andother works in advertising service industry.
II. Objectives
In order to meet the general needs ofexcellent talents in planning, marketing, brand promotion, publicity, and mediamanagement, the program design aims to provide specialized personnel forcompanies dealing with advertising, communication, public relations andmarketing, for advertising service departments and public relation departmentsin both enterprises and government and for advertising education, research andtraining institutions.
III. Requirements for Graduation
1. Have the correct values and ethics; be equipped withpatriotism and integrity; observe the law; have a high sense of socialresponsibility and a good spirit of collaboration; and have a good scientificand cultural literacy.
2. Master the basic knowledges in communication, marketing,art and other disciplines required and certain knowledge of humanities andsocial sciences; grasp the basic knowledge, basic theories and basic skills ofadvertising systematically; and know the knowledge hierarchy of advertising anddevelopment trend of the advertising industry.
3. Be able to use relevant theories and techniques to finishworks including advertisement design, planning, public relations, marketing,advertising management and management. Be competent in advertising copywriting,print advertisement creation, video advertisement production, digital marketingand communication.
4. With a four-year learning period, the Bachelor of Artscan be obtained upon completing the 118-credit courses and meeting all therequirements.
5. It is recommended to take no more than 27 but no lessthan 20 credits per semester in the first and second grades while in the thirdand fourth grades the number is 24 and 14.
6. The compulsory course design of General Educationrequires 6 credits, among which 2 credits must be the program of naturalscience or information science, and 4 credits must be chosen from the Coursesof humane study,social science orartistic physical education.
7. Students are allowed to graduate earlier or later, butthe maximum length of study mustn’t exceed 6 years (including suspension).
IV. Curriculum Structure and Proportion
1. Total credits: 118 credits
2. General Education Courses: 31 credits(26%)
3. Common Courses in Social Science: 13credits (11%)
4. Foundation Courses: 16 credits (14%)
5. Specialized Courses: 58 credits (49%)
V. Core Courses
Introduction toMarketing, Public Relations, Introduction to Advertising, History of Chineseand Foreign Advertising, Classical Advertising Theory and Works Selection,Audiovisual Language and Film Advertising, Advertising Photography, AdvertisingPlanning, 4A Advertising and Theory Frontiers (Series Lectures), AdvertisingCreativity, Advertising Copywriting Writing, Consumer Behavior, PrintAdvertising Design, CI Design, Advertising Market Investigation, and AdvertisingPsychology.
