Advertising(Brand Communication)
Programme Code: 050303   Duration:4 years
Educational Objectives
This major is for cultivating talents who know modern branding theories well, have the innovative thinking of modern brand communication; they need to be familiar with the whole process of brand communicating, including brand promotion, brand management as well as brand operation. Those talents 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.
Target 1: (knowledge foundation) with brand communication being the key theory, our aim is to train students to systematically master the basic principles and methods of the major, etc.
Target 2: (good technical abilities in the special field) train students to have basic vocational skills
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.
Target 4:( Integration of innovation and enterprise competence) advertising is an applied science
Target5: (global vision) with a macroscopic strategic vision and international vision, which can help to meet the international industry standards.
Programme Features:
This major features in interdisciplinariness, comprehensiveness and practicality, thus, it requires students to systematically learn not only advertising, 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 operation of brand communication and research ability of brand theory are our teaching goals.
Educational Requirement:
In order 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, they also need to have the practical ability for working in the real advertising industry.
Knowledge Structure
A1; Basic knowledge of Humanities and Social Science
A2 General knowledge system (including disciplines from social and natural science);
A3 Professional Knowledge
A4 leading and characteristic theories
A5 Practical and Operational theories
A6 Cross-cultural, international knowledge;
Ability Requirements
B1 Professional Vision Ability
B2 Innovation and Creativeness Ability
B3 Communication and Cooperation Ability
B4 Sharp Market Insight
B5 Industry Adaptability
B6 Aesthetic Judgment and Creation Ability
B7 Systematical Design and Operation Ability
B8 Lifelong Learning Ability
Quality Requirements
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  Diligent, pragmatic, down to earth, hard working, excellence striving;
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 Quick thinking, innovative awareness——diligent in thinking, good at research, with strong interest in innovation, full of curiosity and desire to solve problems;
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.
Degree Conferred: Bachelor of Arts
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
Featured Course:
Courses Taught in English: Branding Case Study of China and Foreign Countries
Bilingual Courses: Survey 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
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