Training goal: to cultivate all-round development of morality, intelligence, physique and beauty, with comprehensive humanistic quality and compound social science knowledge structure, strong sense of social responsibility, excellent ideological and political moral quality, excellent professional ethics, outstanding innovation consciousness and professional business ability, systematically master the theories and methods of integrating marketing communication and advertising planning creativity, and master basic skills such as market research, data statistical analysis, creative design and copywriting. Have excellent communication skills, coordination and organization skills, foreign language communication skills and computer comprehensive application skills, and have a good spirit of cooperation, which is enough to be competent for professionals in various media advertising operations, marketing and advertising management, advertising planning and design and related fields. (1) advertising strategic direction: to cultivate key talents in marketing, market research, customer service, advertising planning, advertising creative copywriting, media planning, government advertising supervision and brand management of various advertising enterprises. (2) Advertising design direction: cultivate innovative talents in advertising design, commercial space design, e-commerce design, brand image design, image communication, interactive art and so on. Main courses: media and society, communication theory, marketing, introduction to advertising, Chinese and foreign advertising history, advertising planning, advertising creativity, advertising writing, advertising laws and regulations and management, advertising psychology, advertising operation and management, consumer behavior, integrated marketing communication, brand research, media planning and advertising effect evaluation, print advertising creativity and design, multimedia advertising design, etc. Main practical teaching links: photography foundation, radio and television advertising production, advertising photography, market survey and statistical analysis, design foundation, graphic creativity, printing and graphic editing, commercial illustration and hand-drawn advertising, graphic advertising creativity and design, multimedia advertising design, etc. Degree awarded: Bachelor of Arts. Professional characteristics: this major implements the training scheme of combining general education with junior college education. Students mainly study Chinese and foreign communication theory, integrated marketing communication and advertising business knowledge and skills. Through course study and practical training, we can meet the following training requirements: master systematic advertising theory and basic knowledge, and have extensive basic knowledge of humanities and social sciences; Master the basic research methods of social science and have the ability to rationally observe and analyze society and market; Have the ability to master a variety of modern media technologies and engage in market research, media research, advertising planning and design, advertising monitoring and management; Master China advertising laws and regulations, with excellent professional ethics and social responsibility; Have outstanding social practice and social communication skills; Has a broad international vision and can keenly grasp the development trend of international advertising; Good foreign language communication skills and the ability to skillfully use computers and related software.