广告学(品牌传播方向).doc

广告学（品牌传播方向）

Advertising（Brand communication）

专业代码：050303 学制：4年

Major Code: 050303Length of Schooling：4 years

培养目标：

本专业培养面向社会、面向世界、面向未来，掌握现代品牌传播的基本理论，具有现代品牌传播的创意理念，熟悉品牌传播的运作流程，熟悉现代品牌传播、推广、经营、管理方法的专门人才。毕业生能够胜任国有大中型企业、民营企业、外资企业及各类事业单位等单位工作。

Educational Targets：

This major is for cultivating talents who know modern branding theories well, have strong awareness for modern brand communicating innovation thinking; they need to be familiar with the the whole process of brand communicating, including brand promotion, brand management as well as brand operation. Those talents, they 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.

目标1：（扎实的专业基础）以品牌传播理论为核心，培养学生系统地掌握专业基本原理、方法和手段等。

Target 1: (consolidate the basis of the special field) With brand commincation theories as the core, cultivating students with basic professional theories, methods and approaches.

目标2：（良好的专业技能）培养学生具备基本的从业基础技能。

Target 2: (good technical abilities in the special field)teaching students basic vocational skills

目标3：（知识的运用与融通）培养学生能把理论知识与实践结合，在实践运用中消化与提升知识的理解。

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.

目标4：（创新精神与创业能力并具）广告是应用性学科，创新是广告的灵魂。培养学生专业能力的原创性与独立精神。

Target 4:( contain both spirit of innovation and enterprise competence ) advertising is an applied science

目标5：（全球视野）宏观的战略眼光和国际视野，与国际行业标准的接轨。

Target5: (global vision) with a macroscopic strategic vision and international vision, which can help to meet the international industry standards.

专业特色：

本专业具有跨学科、综合性、实践性强的特点，要求学生能较系统地学习传播学、管理学、市场营销学、广告学的基本原理，掌握品牌的基本理论和基础知识，熟悉现代品牌传播、推广、经营、管理的方法，具有较强的品牌传播的运作能力和品牌理论的研究能力。

Speciality Features:

This major features interdiscipline, comprehensiveness and practicality, thus, it requires students to learn not just advertising systematacially, 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 branding operation skills and theoretical study ability are our teaching goals.

培养要求：

本专业要求学生掌握广告学的基本理论与常识，接受品牌传播方面的专业理论教授，掌握品牌传播所需的理论与实践能力，以适应经济社会发展需求，尤其是适应当代创意产业发展与中国广告产业升级需要。

Educational Requirement:

n oder 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