广告学本科专业人才培养方案
(学科门类：文学 专业类：新闻传播学 专业代码：050303)
Talent Training Program of Undergraduate Students of Advertising
(Subject Category: Literature Speciality: Journalism and Communication Speciality Code: 050303)
一、培养目标 Training Objectives
本专业面向文化传播及商业文化品牌设计推广领域，坚持立德树人，培养政治思想过硬，德智体美劳全面发展，有国家情怀，具有广告文案写作、品牌运营策划、视觉形象创意设计、品牌营销策略、新媒体运营与传播的基本理论知识；具备品牌广告文化传播活动策划、广告创意设计表现、运用新媒体传播应用能力；具备当代广告文化认识及行业文化素养，能在品牌经营与推广、文化传媒领域，公司、单位、机构、部门，从事广告调研、创意设计、项目策划、文案写作、影像制作、媒体运营等岗位工作的高素质应用型人才。
本专业学生毕业后，通过5年左右的实践，期望达到以下目标：
（一）能始终坚持马克思主义价值观，对广告行业热爱，有积极乐观的心态，有较好自我学习提升能力和团队合作素养。适应创新型国家发展需要，爱国进取精神，具有良好的人文素养，良好的职业道德、社会责任感和公平竞争意识。
（二）具备本专业、职业发展必需的基本理论、基本知识和基本技能，分析解决品牌与广告传播相关领域的应用技术问题。
（三）具有一定的品牌广告创新策略意识、广告市场调查方法，商业品牌策划推广能力，能在现代整合营销传播技术手段应用背景下，有效实施品牌广告策划、文案写作、创意设计与制作、媒介传播推广活动。
（四）具备一定的外语水平，文案写作、计算机辅助设计、广告传播媒介信息技术等的应用能力，具备一定的品牌广告设计和传播的综合应用能力。
（五）具备良好的个人或团队创新创业精神、团队创新协作意识、良好的组织与沟通能力，宽广的国际视野，能够吸收国内外优秀的应用方法技术及继续深入学习、终身学习的能力。
（六）具备良好的心理素质和健康的体魄。掌握国内外广告产业的发展动态及预测和研判职业发展趋势，具有良好的职业发展素养。
This major is oriented to the field of cultural communication and commercial culture brand design and promotion, insisting on moral education, cultivating a strong political ideology, comprehensive development of moral, intellectual, physical, aesthetic and labor, as well as national sentiment, with basic theoretical knowledge of advertising writing, brand operation planning, visual image creative design, brand marketing strategy, new media operation and communication; with brand advertising and cultural communication activities planning, advertising creative design performance, using new Media communication application ability; with contemporary advertising culture awareness and industry cultural literacy, can be in the brand management and promotion, cultural media field, companies, units, institutions, departments, engaged in advertising research, creative design, project planning, copywriting, video production, media operations and other positions work of high-quality applied talents.
After about 5 years of practice , students of this major are expected to achieve the following goals :
(1) Be able to always adhere to Marxist values, love the Advertising industry, have a positive and optimistic mentality, and have a good self-learning ability to improve and teamwork qualities. Adapt to the development needs of an innovative country, have patriotic and enterprising spirit, good humanistic qualities, good professional ethics, sense of social responsibility and sense of fair competition.
(2) Have the basic theories, basic knowledge and basic skills necessary for the profession and career development, and analyze and solve applied technical problems in the fields related to brand and advertising communication.
(3) Have certain awareness of brand advertising innovation strategies, advertising market research methods, commercial brand planning and promotion capabilities, and be able to effectively implement brand advertising planning, copywriting, creative design and production, media communication and promotion activities in the context of the application of modern integrated marketing communication technology tools.
(4) Have a certain level of foreign language, copywriting, computer-aided design, advertising and communication media information technology application skills, with a certain degree of brand advertising design and communication of comprehensive application skills.
(5) Have a good individual or team spirit of innovation and entrepreneurship, a sense of team innovation and collaboration, good organizational and communication skills, a broad international perspective, the ability to absorb excellent application methods and technologies at home and abroad, and the ability to continue in-depth learning and lifelong learning.
(6) Have good psychological quality and healthy physique. Master the development dynamics of domestic and international advertising industry and predict and judge the career development trend, and have good career development literacy.
二、学制、学分、学位 Educational System、Credit、Academic Degree
基本学制：本科四年 修业年限：3-8年 学位：文学学士
Basic educational system：4 years Length of schooling:3 to 8 years Academic degree:Bachelor of Literature
三 、学分、学时与课程结构Credit、Studying Hours and Course Structure
毕业学分：161学分
Graduation credits:161 credits
课程结构 Course Structure：
课程平台 Course Platform |
课程类型Course Type |
学分数Credits |
学时数Studying hours |
学时数分配 Academic Score Distribution |
课程类型 学分占比 （%）Percentage of Credits of Course Type |
课程平台 学分占比 （%） Percentage of Credits on the Course Platform |
理论学分Theoretical Credits |
实践学分Practical Credits |
通识教育General Education |
必修 Compulsory Courses |
41.5 |
644 |
39.5 |
2 |
25.78 |
30.75 |
选修 Selective Courses |
8 |
128 |
8 |
0 |
4.97 |
专业教育Professional Education |
必修 Compulsory Courses |
42 |
672 |
42 |
0 |
26.09 |
32.30 |
选修 Selective Courses |
10 |
160 |
10 |
0 |
6.21 |
应用教育Applied Education |
必修 Compulsory Courses |
35.5 |
344 |
0 |
35.5 |
22.05 |
31.37 |
选修 Selective Courses |
15 |
480 |
0 |
15 |
9.32 |
双创教育Education of Entrepreneurship and Innovation |
必修 Compulsory Courses |
5 |
32 |
2 |
3 |
3.11 |
5.59 |
选修 Selective Courses |
4 |
128 |
0 |
4 |
2.48 |
合计 Total |
161 |
2588 |
101.5 |
59.5 |
100 |
100 |
占比 Proportion（ % ） |
100 |
100 |
63.04 |
36.96 |
100 |
100 |
四、主干学科Main Disciplines
新闻传播学,设计学
Journalism and Communication,Design
五、核心课程Core Courses
广告史、广告创意与策划、广告心理学、市场营销学、统计与数据分析、消费者行为与营销策略、电脑图文设计、广告效果与评估。
History of Advertising, Advertising Creativity and Planning, Advertising Psychology, Marketing, Statistics and Data Analysis, Consumer Behavior and Marketing Strategies, Computer Graphic Design, Advertising Effectiveness and Evaluation.
六、教学计划表 Teaching Schedule
（一）通识教育General Education
课 程 平 台 Course Platform |
课 程 类 别 Course category |
课 程 模 块 Modular Course |
课程 编号 Course Number |
课程名称 Course Name |
学 分 数 Credit |
总 学 时 Total Class Hours |
总学时分配 Total class hour allocation |
周 学 时 Weekly class hour |
开 设 学 期 Term |
考 核 方 式 Assessment |
备 注 Remarks |
理论 学时 Theoretical Class Hours |
实践 学时 Practice Hours |
通 识 教 育 General Education |
必 修 Compulsory Course |
思想 政治Ideology and Politics |
1090010001 |
思想道德与法治 Ideological Morality and Rule of Law |
3 |
48 |
40 |
8 |
3 |
1 |
考试 |
|
1090010002 |
中国近现代史纲要 Outline of Modern and Contemporary Chinese History |
3 |
48 |
40 |
8 |
3 |
2 |
考试 |
|
1090010003 |
马克思主义基本原理 The Basic Principles of Marxism |
3 |
48 |
40 |
8 |
3 |
3 |
考试 |
|
1090010004 |
毛泽东思想和中国特色社会主义理论体系概论 Introduction to Mao Zedong Thought and the Theoretical System of Socialism with Chinese Characteristics |
5 |
80 |
72 |
8 |
5 |
4 |
考试 |
|
1090010005 （01-08） |
形势与政策 Situation and Policy |
2 |
32 |
32 |
0 |
- |
1-8 |
考查 |
|
大学 外语 University of Foreign Languages |
详见通识教育必修课程大学外语模块课程开设表Ⅰ-2 |
8 |
128 |
128 |
0 |
2 |
1-4 |
考查 |
|
军事 教育 Military Education |
1680010001 |
军事训练与入学教育 Military Training and Entrance Education |
2W |
- |
- |
- |
- |
1 |
考查 |
|
1680010002 |
军事理论 Military Theory |
2 |
36 |
32 |
0 |
2 |
1 |
考查 |
4学时线上授课 |
安全 教育 Safety Education |
1680010003 |
国家安全教育 National Safety Education |
1 |
16 |
16 |
0 |
1 |
3 |
考查 |
|
大学 体育 P.E. |
详见通识教育必修课程体育俱乐部模块课程开设表Ⅰ-4 |
8 |
128 |
16 |
112 |
2 |
1-4 |
考查 |
|
心理 健康 Mental Health |
1200010001 |
大学生心理健康教育 Mental Health of College Students |
2 |
32 |
32 |
0 |
2 |
2 |
考查 |
|
劳动 教育 Labor Education |
1430010001 |
劳动教育理论 Labor Education Theory |
0.5 |
16 |
16 |
0 |
- |
4 |
考查 |
线上8学时 线下8学时 |
信息 技术 Information Technology |
详见通识教育必修课程信息技术模块课程开设表Ⅰ-5 |
2 |
32 |
20 |
12 |
2 |
2 |
考查 |
|
小计Subtotal |
41.5 |
644 |
484 |
156 |
|
|
|
4 |
|
选修 Elective Course |
详见通识教育选修课程开设表Ⅱ Elective CourseⅡ |
8 |
128 |
128 |
0 |
|
|
考查 |
|
|
小计Subtotal |
8 |
128 |
128 |
0 |
|
|
|
|
|
合计Total |
49.5 |
772 |
612 |
156 |
|
|
|
4 |
|
（二）专业教育Professional Education
课 程 平 台Course Platform |
课 程 类 别 Course category |
课 程 模 块 Modular Course |
课程 编号 Course Number |
课程名称 Course Name |
学 分 数 Credit |
总 学 时 Total Class Hours |
总学时分配 Total class hour allocation |
周 学 时 Weekly class hour |
开 设 学 期 Term |
考 核 方 式 Assessment |
备 注 Remarks |
理论学时 Theoretical Class Hours |
实践学时Practice Hours |
专业教育 Professional Education |
必修 Compulsory Course |
专业基础 Professional Foundation |
1660220001 |
设计概论 Introduction to Design |
2 |
32 |
32 |
0 |
2 |
1 |
考试 |
|
1660220002 |
品牌广告案例赏析Appreciation of brand advertising cases |
2 |
32 |
32 |
0 |
2 |
1 |
考查 |
|
1660220003 |
图形基础Graphics Fundamentals |
3 |
48 |
32 |
16 |
3 |
1 |
考查 |
|
1660220004 |
构成基础Composition basis |
3 |
48 |
32 |
16 |
3 |
1 |
考查 |
|
1660220005 |
色彩基础 Color Basics |
2 |
32 |
18 |
14 |
2 |
2 |
考查 |
|
1660220006 |
创意思维与图形设计 Creative thinking and graphic design |
2 |
32 |
18 |
14 |
2 |
2 |
考查 |
|
1660220007 |
字体与版式Font and Layout |
2 |
32 |
18 |
14 |
2 |
3 |
考查 |
|
1660220008 |
广告摄影Advertising Photography |
2 |
32 |
18 |
14 |
2 |
2 |
考查 |
|
小计Subtotal |
18 |
288 |
200 |
88 |
|
|
|
|
专业核心 Core Class |
1660220009 |
广告学概论Introduction to Advertising |
2 |
32 |
32 |
0 |
2 |
1 |
考试 |
|
1660220010 |
广告史Advertising History |
2 |
32 |
32 |
0 |
2 |
2 |
考试 |
|
1660220011 |
公共关系Public Relations |
2 |
32 |
26 |
6 |
2 |
3 |
考试 |
|
1660220012 |
消费者行为 与营销策略Consumer Behavior and Marketing Strategy |
2 |
32 |
26 |
6 |
2 |
4 |
考试 |
|
1660220013 |
广告文案写作Advertising Copywriting |
2 |
32 |
2 |
14 |
2 |
3 |
考试 |
|
1660220014 |
统计与数据分析 Statistics and Data Analysis |
2 |
32 |
26 |
6 |
3 |
4 |
考试 |
|
1660220015 |
广告摄像Advertising Video |
2 |
32 |
22 |
10 |
2 |
3 |
考查 |
|
1660220016 |
企业形象设计Corporate Identity Design |
2 |
32 |
18 |
14 |
2 |
4 |
考查 |
|
1660220017 |
广告创意与策划Advertising Creativity and Planning |
2 |
32 |
26 |
6 |
2 |
4 |
考试 |
|
1660220018 |
市场营销学Marketing |
2 |
32 |
28 |
4 |
2 |
5 |
考试 |
|
1660220019 |
广告心理学Advertising Psychology |
2 |
32 |
28 |
4 |
2 |
5 |
考试 |
|
1660220020 |
广告效果评估Advertising Effectiveness Evaluation |
2 |
32 |
26 |
6 |
2 |
6 |
考试 |
|
小计Subtotal |
24 |
384 |
304 |
80 |
|
|
|
|
选 修 Elective Course |
学科专业 Subject specialization |
1660220021 |
传播学概论Introduction to Communication Studies |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
每学期选2学分 |
1660220022 |
品牌文化与营销Brand Culture and Marketing |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
1660220023 |
市场调查与信息可视化Market Research and Information Visualization |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
1660220024 |
网络与新媒体概论Introduction to the Internet and New Media |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
1660220025 |
文献检索与论文写作Literature Search and Dissertation Writing |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
1660220026 |
新媒体广告设计New Media Advertising Design |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
1660220027 |
新闻传播伦理与法规Journalism and Communication Ethics and Regulations |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
1660220028 |
品牌文化传播Brand Culture Communication |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
1660220029 |
品牌经营与管理Brand management and administration |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
1660220030 |
MG广告动画MG Advertising Animation |
2 |
32 |
20 |
12 |
2 |
3-7 |
考查 |
1660220031 |
界面交互设计Interface Interaction Design |
2 |
32 |
20 |
12 |
2 |
3-7 |
考查 |
1660220032 |
服装品牌与市场策略Apparel Branding and Marketing Strategy |
2 |
32 |
20 |
12 |
2 |
3-7 |
考查 |
1660220033 |
整合营销传播Integrated Marketing Strategy |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
1660220034 |
新闻传播学研究方法Research Methods in Journalism and Communication |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
1660220035 |
广告前沿专题Advertising Frontier Topics |
2 |
32 |
28 |
4 |
2 |
3-7 |
考查 |
小计Subtotal |
10 |
160 |
132 |
28 |
|
|
|
|
合 计Total |
52 |
832 |
636 |
196 |
|
|
|
|
（三）应用教育Applied Education
课 程 平 台Course Platform |
课 程 类 别Course category |
课 程 模 块 Modular Course |
课程 编号 Course Number |
课程名称 Course Name |
学分数 /周数(W)Credit/weeks |
总 学 时 Total Class Hours |
总学时分配 Total class hour allocation |
开 设 学 期Term |
考 核 方 式Assessment |
备 注Remarks |
理论学时Theoretical Class Hours |
实践学时Practice Hours |
应用教育Applied Education |
必修Compulsory course |
实验实训课程Experimental Training Course |
1660230001 |
电脑图文设计（PS+AI） Computer graphic design (PS+AI) |
2 |
64 |
16 |
48 |
2 |
考试 |
|
1660230002 |
品牌标志设计Brand logo design |
2 |
64 |
16 |
48 |
3 |
考试 |
|
1660230003 |
广告创意Advertising Creative |
2 |
64 |
16 |
48 |
4 |
考试 |
|
1660230004 |
品牌包装设计Brand packaging design |
2 |
64 |
16 |
48 |
5 |
考查 |
|
1660230005 |
影视广告创作 Film and television commercial creation |
2 |
64 |
16 |
48 |
6 |
考试 |
|
课程设计/论文Course Design/Thesis |
1660230006 |
品牌项目考察与评估分析 Brand project inspection and evaluation analysis |
1W |
- |
- |
- |
3 |
考查 |
|
1660230007 |
品牌形象文化研究Brand image culture research |
1W |
- |
- |
- |
4 |
考查 |
|
劳动教育Labor education |
1430010119 |
劳动教育实践Labor Education Practice |
1.5 |
24 |
0 |
24 |
1-7 |
考查 |
|
实习项目Internship Program |
1660230008 |
认知实习 Cognitive Practice |
1W |
- |
- |
- |
2 |
考查 |
|
1660230009 |
专业实习（一）Professional Internship I |
1W |
- |
- |
- |
4 |
考查 |
|
1660230010 |
专业实习（二）Professional Internship Ⅱ |
2W |
- |
- |
- |
6 |
考查 |
|
1660230011 |
毕业实习Graduation Internship |
8W |
- |
- |
- |
8 |
考查 |
|
毕业设计/论文Graduation Project(Thesis) |
1660230012 |
毕业设计/论文Graduation Project(Thesis) |
10W |
- |
- |
- |
8 |
考查 |
|
小计Subtotal |
35.5 |
344 |
128 |
216 |
|
|
|
选修Elective Course |
产教融合项目 （一）Industry Education Integration Project 1 |
1660230013 |
江西省文化创意产业项目 Jiangxi Province Cultural and Creative Industries Project |
7.5 |
240 |
64 |
176 |
5-6 |
考查 |
四选二，修满15 学分 |
产教融合项目（二）Industry Education Integration Project 2 |
1660230014 |
中小企业品牌运营与推广 Small and medium-sized enterprise brand operation and promotion |
7.5 |
240 |
64 |
176 |
5-6 |
考查 |
产教融合项目（三）Industry Education Integration Project 3 |
1660230015 |
中小企业品牌视觉重塑 SMB visual rebranding |
7.5 |
240 |
64 |
176 |
5-6 |
考查 |
产教融合项目（四）Industry Education Integration Project 4 |
1660230016 |
中小企业品牌新媒体设计 New Media Design for SME Branding |
7.5 |
240 |
64 |
176 |
5-6 |
考查 |
小计Subtotal |
15 |
480 |
128 |
352 |
|
|
|
合计Total |
50.5 |
824 |
256 |
568 |
|
|
|
（四）双创教育 Education of Entrepreneurship and Innovation
课 程 平 台Course Platform |
课 程 类 别Course category |
课 程 模 块 Modular Course |
课程 编号 Course Number |
课程名称 Course Name |
学分数 /周数(W) Credit/weeks |
总 学 时Total Class Hours |
总学时分配 Total class hour allocation |
开 设 学 期Term |
考 核 方 式Assessment |
备 注Remarks |
理论学时Theoretical Class Hours |
实践学时Practice Hours |
双创教育Dual Innovation Education |
必修Compulsory course |
创新创 业理论Innovation and Entrepreneur ship Theory |
1710040004 |
职业生涯规划 Career Planning |
0.5 |
8 |
8 |
0 |
1 |
考查 |
|
1710040005 |
创新创业基础Innovation and Entrepreneurship |
1 |
16 |
16 |
0 |
4 |
考查 |
|
1710040006 |
创业就业指导Entrepreneurship and Employment Guidance |
0.5 |
8 |
8 |
0 |
7 |
考查 |
|
第二课 堂项目Lesson Two Hall Project |
1450040001 |
思想政治引领Ideological and political leadership |
1 |
- |
- |
- |
1-7 |
考查 |
累计修满3学分 |
创新创业创优Innovation and Entrepreneur ship |
1 |
- |
- |
- |
1-7 |
考查 |
社会实践学习Social Practice Learning |
1 |
- |
- |
- |
1-7 |
考查 |
志愿服务活动Volunteer Service |
1 |
- |
- |
- |
1-7 |
考查 |
课外科技活动Extracurricular Scientific and Technological Activities |
1 |
- |
- |
- |
1-7 |
考查 |
团学工履历 League Work |
1 |
- |
- |
- |
1-7 |
考查 |
小计Subtotal |
5 |
32 |
32 |
0 |
|
|
|
选修Elective Course |
创新创 业项目(一) Innovation and Entrepreneur ship Project 1 |
1710040001 |
科研赛事项目Discipline Competition |
4 |
- |
- |
- |
1-7 |
考查 |
四选一修满4学分 |
创新创 业项目（二）Innovation and Entrepreneur ship Project 2 |
1710040002 |
SYB+实操项目SYB+Practical Operation Project |
4 |
- |
- |
- |
7 |
考查 |
创新创 业项目（三）Innovation and Entrepreneur ship Project 3 |
1710040003 |
真实创业项目 Real Entrepreneurial Projects |
4 |
- |
- |
- |
7 |
考查 |
专业拓 展项目Professional Development Project |
1660240001 |
新闻传播学经典文本阅读 Reading classic texts in journalism and communication |
4 |
128 |
32 |
96 |
7 |
考查 |
小计Subtotal |
4 |
128 |
32 |
96 |
|
|
|
合计Total |
9 |
160 |
64 |
96 |
|
|
|
