Training objectives

This major aims to cultivate compound innovative talents who have a sound personality, adapt to the development of the times and the needs of the advertising industry, have a solid theoretical foundation of communication, advertising and marketing, systematically master the knowledge and skills of advertising, have strong innovative ability and thinking, and can engage in advertising planning and creativity, brand marketing planning and market research and analysis, advertising management, new media planning and operation in advertising marketing, cultural media, public relations industry and enterprises and institutions.

Employment and further study prospects

The training of advertising professionals meets the requirements of the rapid development of cultural and creative industries, and can be competent for the promotion, creativity, planning, marketing, production and operation of new media content in advertising companies, cultural communication companies, enterprises and institutions. The professional fields of further study include: communication, journalism, public relations, marketing, radio and television, digital media art, editing and publishing, etc.

Cultivate characteristics

Journalism and advertising majors take large-scale enrollment and are trained according to 1+3 mode. In the first academic year, the subject platform courses are offered, including: Marxist news view in the new era, news theory (bilingual), introduction to advertising, modern Chinese, ancient Chinese, introduction to China culture, introduction to art, introduction to sociology, introduction to anthropology, photography, computer design, post-production of film and television, and history of world news communication. At the end of the second semester, the majors were diverted, and the majors were trained according to journalism or advertising in the third to eighth semesters.

Advertising majors cultivate compound advertising creative talents with extensive knowledge of humanities and social sciences, systematic theoretical knowledge of advertising communication and professional skills. Advertising major includes "multi-dimensional" teaching methods such as "task-oriented", "project-driven", "classroom situational experiment", "simulated training in school" and "professional practice outside school".

The compulsory course of advertising major focuses on cultivating students' innovation and execution ability in planning, copywriting, creativity and design. Among them, compulsory courses include communication theory (bilingual), introduction to new media, marketing, graphic design foundation, Chinese and foreign advertising history, communication research methods and thesis writing, public relations, advertising copy writing, advertising media, advertising effect and advertising management, advertising planning, advertising psychology, advertising creativity and performance, etc. Specialized elective courses provide students with in-depth courses such as journalism, advertising, communication, radio and television, research and application of new media, including creative thinking training, brand management, big data and information communication, digital marketing communication, case analysis of Chinese and foreign advertisements, market research and data analysis, integrated marketing communication, globalization and new media communication.

At the same time, the advertising major takes the integration of production, learning and research as the professional construction direction, and establishes an internship base with professional colleges. At the same time, actively guide students to participate in innovative competitions such as the National College Student Advertising Art Competition, the Academy Award of China College Student Advertising Art Festival, and the Golden Bull Award, aiming at improving students' professional application ability and innovation ability.

Teaching and scientific research strength

Advertising major has a group of young and middle-aged teachers who are familiar with the industry and are at the forefront of consciousness. They not only have high academic qualifications, but also have overseas study background and industry work experience. Many teachers have worked in 4A advertising company and have many years of experience in advertising planning and creation. Most of them have overseas visiting backgrounds. A number of teachers served as judges of important national professional advertising competitions. Teachers' scientific research focuses on the theory and practice of advertising communication, visual communication, new media and creative industries, creative marketing communication, network public relations and marketing, and national cultural and creative industries.

Advertising major has established several practice teaching bases in Beijing. Beijing Experimental Teaching Demonstration Center "Experimental Teaching Center of Ethnic Culture Communication" provides students with professional experimental teaching conditions. Experimental teaching equipment includes nonlinear editing laboratory, electronic typesetting laboratory and digital media laboratory.

This major has a four-year academic system and combines arts and sciences. Qualified graduates are awarded a Bachelor of Arts degree.