Xiamen University is the cradle of advertising education in China, and is known as "China Advertising Whampoa Military Academy". Xiamen University established the first advertising major in China on 1983. For decades, Xiamen University advertisers have worked hard to train the first batch of students in advertising education in China, formulated the first training plan and compiled the first set of teaching materials. Xiamen University has established the basic model of advertising education in China, and its curriculum has become a reference template for advertising majors in many brother universities in China. "2 1 Century Advertising Series", "Modern Advertising Course Series" and "Textbooks for the Tenth Five-Year Plan of General Higher Education" have been widely adopted in China, which have trained a large number of advertising teachers for brother colleges. At present, "Xiamen University Advertiser" has become a brand in China advertising industry. Many graduates have successfully set up their own advertising companies. Many graduates are the heads of the central, provincial and municipal media advertising departments, and many graduates are the heads of enterprise marketing departments. The advertising department attaches great importance to academic exchanges, successfully established and held the first and second China Advertising Academy Awards, initiated and established the China Advertising Education Society, and established friendly and cooperative relations with Ogilvy & Mather. Every year, many domestic and foreign professionals and academic experts come to hold various lectures. In recent years, the strategic goal of "Xiamen University Advertisers Going Global" has been established, linking Xiamen University with China's global economic undertakings, actively promoting the research and teaching of international advertising, and pushing Xiamen University's advertising education to a new level.

This year, the department will set up a new communication major, and prepare to set up a communication department on the basis of mature conditions. On the basis of long-term preparation, this major systematically introduces the courses of American speechcommunication and China it, and trains brand-new communication senior talents who are familiar with interpersonal communication skills, the "oral English" of advertising and television, and the principles and practices of mass media operation and public relations.

Advertising professionals

Training goal: to have high-quality AE talents who are familiar with all aspects of advertising business (advertising planning, brand planning, media planning, public relations, advertising creativity, copywriting, film and television advertising production, advertising design, advertising management, market research, event marketing, etc.). ).

Main courses: Introduction to communication, Chinese and foreign communication history, communication research methods, introduction to advertising, introduction to public relations, marketing, advertising psychology, branding, advertising history, advertising planning, media planning, market research, advertising copywriting, advertising creativity and expression, visual design foundation, visual art foundation, print advertising design, electronic media advertising production, advertising photography, advertising operation and management.

Communication research

Training objective: To cultivate high-quality talents who master modern mass communication and verbal communication theory, have strong interpersonal communication skills such as persuasion, speech and debate, are familiar with mass media operation and public relations practice, and engage in communication activities such as coordination and information release in government departments, enterprises and institutions.

Main courses: Introduction to Communication, History of Communication at Home and Abroad, Organizational Communication, Interpersonal Communication, Introduction to Speech Communication, Introduction to Advertising, Principles and Practice of Public Relations, Comprehensive Practice of News, Comprehensive Practice of Advertising, History of Debate, Research Methods of Speech Communication, Cross-cultural Communication, Rhetoric of Debate, Critical Methods of Debate, Public Performing Arts, Persuasion and Communication, New Media and Communication, etc.