广告学(品牌传播方向).docx

精品文档，值得拥有广告学（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 awarenessfor 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1 / 9精品文档，值得拥有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 helpto 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 ofChina's advertising industry, students of this major should master basic advertising theories and common2 / 9精品文档，值得拥有knowledge, learn Professional branding theories; besides the theories, they also need to have thepractical ability for working in the real advertising industry.知识架构： (Knowledge Structure)A1 人文社科基础知识；A1; Basic knowledge of Humanities and Social ScienceA2 素质教育知识体系（包含各学科领域中的普及知识） ；A2 Knowledge System of Competence EducationA3 广告学专业领域知识；A3 Professional KnowledgeA4 广告学专业前沿与特色理论；A4 leading and characteristic theoriesA5 实践运用知识 ；A5 Practical and Operational theoriesA6 跨文化、国际化知识；A6 Cross-cultural, international knowledge ；能力要求： (Ability Requirements)B1 专业视野能力； B1 Professional Vision AbilityB2 创造与创新能力； B2 Innovation and Creativeness AbilityB3 沟通协作能力； B3 Communication and Cooperation AbilityB4 市场洞察能力； B4 Sharp Market InsightB5 行业适应能力； B5 Industry AdaptabilityB6 艺术审美与创作能力； B6 Aesthetic Judgment and Creation AbilityB7 系统策划与运营能力； B7 Systematical Design and Operation AbilityB8 终身学习能力； B8 Lifelong Learning Ability素质要求： (Quality Requirements)C1 志存高远、意志坚强 —— 以传承文明、探求真理、振兴中华、造福人类为己任，矢志不渝；C1 Ambitious, strong-willed —with the pursuit of civilization heritage, the truth, the rejuvenate of nation, as well as thebenefit of human race;C2 刻苦务实、精勤进取 —— 脚踏实地，不慕虚名；勤奋努力，追求卓越；C2 Diligent, pragmatic, down to earth, hard working, excellence striving;C3 身心和谐、视野开阔 —— 具有良好的身体和心理素质；具有对多元文化的包容心态和宽阔的国际化视野；C3 Physical and mental harmony, open-minded —with good physical and mental quality, as well as the tolerant mentalityof multicultural and broad international perspective;C4 思维敏捷、乐于创新 —— 勤于思考，善于钻研，对于推陈出新怀有浓厚的兴趣，富有探索精神并渴望解决问题；C4 Quick thinking, innovative awareness —— diligent in thinking, good at research, with strong interest in innovation, full of curiosity and desire to solve problems;C5 崇高价值观念 —— 具有正确的法律意识、 职业道德及很强的社会责任感， 具有较强的主动性、 责任感与合作性。

C5Noble values— with the correct legal aware。