广告学本科专业人才培养方案

2023版

一、学院（部）简介

皇冠最新官网crown官网-(中国)官方网站新闻传播学院成立于2008年，是甘肃省第二所独立建院的新闻院系，国家民委直属院校中第一所独立的新闻院系。学院坚持以习近平新时代中国特色社会主义思想为指导，坚决贯彻党的教育方针，牢固树立“四个意识”，坚定“四个自信”，捍卫“两个确立”，做到“两个维护”；坚守“为党育人、为国育才”的初心使命，全面落实立德树人根本任务，围绕铸牢中华民族共同体意识主线，紧盯高等教育改革大势和现实动向，守正创新、赓续奋进，以高质量的党建引领教育事业高质量发展。学院目前为中国新闻史学会少数民族新闻传播史研究委员会常务理事单位、副会长单位，符号传播学会常务理事单位，中国高校影视学会民族影视专业委员会常务理事单位、副理事长单位。

学院现开设新闻学、广播电视学、广告学、广播电视编导等4个本科专业；其中，新闻学专业为国家级一流专业，同时开设卓越新闻学实验班，广播电视编导专业为甘肃省一流专业。现有新闻与传播专业硕士、艺术人类学硕士点、戏剧与影视专业硕士3个硕士学位点。建有新闻编辑实验室、广告综合实验室、广播电视综合实验室、数字暗房实验室，设备总值1007万元,其中广播电视综合实验室为甘肃省省级教学示范中心。

二、专业大类构成

表 专业大类构成

Formation of Major Category

三、本科专业人才培养方案

广告学专业人才培养方案

Undergraduate Program for Advertising Major

专业代码：050303 学科门类：文学

专 业 类：新闻传播学类 授予学位：文学学士

标准学制：4年 所属学院：新闻传播学院

专业负责人：杜广中 方案审核人：卢毅刚

一、专业简介

ⅠMajor

广告学专业于2000年设立，已培养学生1000余人，积累和形成了丰富的人才培养经验和学科基础。现有专任教师以中青年相结合、中年教师为主体，职称、学历、年龄梯度合理，业务技能与学术背景互有补充，整体具有很强的学术研究水平和教学水平。专业教育坚持立德树人，以铸牢中华民族共同体意识为主线，强化实践教学，精耕学生实践能力培养，多维促进实践能力提升效果，促进实践成果有效转化。

The advertising major founded in 2000, it has trained more than 1,000 students, accumulating and forming rich experience in talent training and discipline foundation. The existing full-time teachers are mainly middle-aged and young people, middle-aged teachers as the main body, with reasonable professional titles, academic qualifications and age gradients, complementary professional skills and academic backgrounds, and a strong academic research level and teaching level as a whole. Professional education adheres to the principle of cultivating morality and cultivating people, takes the awareness of the Chinese national community as the main line, strengthens practical teaching, intensively cultivates students' practical ability, promotes the improvement of practical ability in multiple dimensions, and promotes the effective transformation of practical achievements.

二、培养目标

ⅡEducation Objectives

以铸牢中华民族共同体意识为主线，落实立德树人根本任务，培养德智体美劳全面发展，适应行业和经济发展需要，掌握广告专业知识与实践技能，熟悉国家广告政策与法规，具有广告策略思维、营销设计、品牌策划传播、视频融合生产能力，能够在媒体广告部门、广告公司、市场咨询机构、政府部门、企事业单位、文化创意产业部门及其他相关机构，胜任广告策划设计、文案写作、影视广告创作、品牌推广、数据统计与分析等相关工作的应用型人才。

本专业希望学生在毕业后五年能够达到以下目标：

目标1.具有良好的思想政治品质和人文科学素养，具备社会主义核心价值观，具有良好的思想道德品质和道德修养、健康的心理素质和身体素质。

目标2. 掌握扎实的新闻传播理论和广告创意传达与品牌策划传播相关专业知识，熟知广告创意、品牌管理与传播、电脑图文设计、市场营销推广、数据统计分析、广告文案创作、公关策划等广告专业知识。

目标3.能够适应移动互联网、大数据、人工智能等信息技术的发展，熟悉并自觉遵守国家的法律法规，了解广告行业现状以及未来发展趋势，能够恪守广告职业道德规范，履行广告工作职责使命。

目标4.热爱广告行业，具备国际化视野，具有良好的语言文字表达能力和人际交往与沟通合作能力。

目标5.具备创新创业和终身学习能力，能通过自主学习和行业锻炼，不断更新和调整自身的核心知识和能力，适应职业发展和社会发展，在广告行业相关领域保持职业竞争力。

Guided by Xi Jinping's thought of socialism with Chinese characteristics in the new era, implementing the fundamental task of establishing moral education, focusing on casting a firm sense of Chinese national community, cultivating the all-round development of morality, intellectuality, physique, aesthetics and labor, adapting to the needs of the industry and economic development, mastering the professional knowledge of advertising and practicing skills, familiarizing with the state's advertising policies and regulations, with the ability of strategic thinking in advertising, marketing and designing, brand planning and dissemination, and the production capacity of video fusion. They are highly qualified applied talents who can work in media advertising departments, advertising agencies, market consulting organizations, government departments, enterprises and institutions, cultural and creative industry departments and other related organizations in advertising planning and design, copywriting, film and television advertisement creation, brand promotion, data statistics and analysis.

These major aims to enable students to achieve the following goals within five years after graduation:

Objective 1. Possess good ideological and political qualities and humanities literacy, possess socialist core values, possess good ideological and moral qualities and moral cultivation, and have healthy psychological and physical fitness.

Objective 2. Master solid news communication theory and professional knowledge related to advertising creative communication and brand planning communication, familiar with advertising creativity, brand management and communication, computer graphic design, marketing promotion, data statistical analysis, advertising copy creation, public relations planning, and other advertising professional knowledge.

Objective 3. Be able to adapt to the development of information technologies such as mobile internet, big data, artificial intelligence, etc., be familiar with and consciously comply with national laws and regulations, understand the current situation and future development trends of the advertising industry, and be able to abide by the ethical standards of advertising profession, fulfill the responsibilities and missions of advertising work.

Objective 4. Love the advertising industry, have an international perspective, have good language and writing skills, and interpersonal communication and cooperation skills.

Objective 5. Possess the ability to innovate, start businesses, and engage in lifelong learning. Through independent learning and industry training, continuously update and adjust one's core knowledge and abilities, adapt to career and social development, and maintain professional competitiveness in the advertising industry related fields.

三、毕业要求

Ⅲ Graduation Requirements

经过在校四年以上的系统专业学习，本专业毕业生需要达到以下知识，技能与素质要求:

1.理想信念：具有坚定正确的政治信念，坚决拥护中国共产党的领导，以习近平新时代中国特色社会主义思想为指导，能自觉践行社会主义核心价值观，具有马克思主义国家观、历史观、民族观、文化观和宗教观；

ⅠIdeals and Beliefs: Have firm and correct political beliefs, firmly support the leadership of the Communist Party of China, be guided by Xi Jinping's Thought on Socialism with Chinese Characteristics for a New Era, be able to consciously practice the core values of socialism, and have the feelings of Marxism view of the country, history, nationality, culture and religion;

2.人文素养：要求学生具备学科交叉意识以及学科融合思维，具备良好的哲学、历史、经济、文学、艺术等人文素养和社会科学的基本知识，并具备从事广告活动应有的人文精神；

ⅡHumanistic Literacy: Students are required to have interdisciplinary awareness and subject integration thinking, have good philosophy,history, economy, literature, art and other humanistic literacy and basic knowledge of social sciences, and have the humanistic spirit that advertisers should have;

3.学科基础知识：系统掌握传播学、新闻学、广播电视学、广告学等学科基础知识，建立良好的、基础扎实的学科知识体系；

Ⅲ Subject Basic Knowledge: Systematically master the basic knowledge of communication, journalism, radio and television, advertising and other disciplines, and establish a good and solid subject knowledge system ;

4.专业知识：具备广告学专业的基本理论素质和品牌传播、广告创意传达相关理论知识，了解专业理论前沿和行业发展现状与趋势；

Ⅳ Professional Knowledge: Have the basic theoretical quality of advertising major and the theoretical knowledge related to brand communication and audio-visual advertising, and understand the frontier of professional theory and the development status and trend of the industry;

5.问题分析与研究能力：掌握广告行业调查研究的基本方法和技巧，具备初步的问题分析和研究能力，能运用本专业相关理论与知识，结合中国广告实际分析研究行业广告现象和广告传播实践中出现的新问题；

V Problem analysis and research skills：Master the basic methods and skills of advertising industry investigation and research, have preliminary problem analysis and research capabilities, and be able to use the relevant theories and knowledge of the profession to analyze and study the advertising phenomenon in the industry and new problems in advertising communication practice in combination with the actual situation of advertising in China；

6.专业技能与实践能力：适应广告行业发展要求，通过专业知识培养学生的专业技能，使学生具备与广告行业和社会经济文化发展变化相适应的广告实践技能，在实践教学中培养学生良好的广告创作能力，组织创作出符合客户需求的广告策划方案、作品设计、视听广告产品与品牌策划推广方案，服务社会；

ⅪProfessional skills and practical ability: Adapt to the development requirements of the advertising industry, cultivate students' professional skills through professional knowledge, enable students to have advertising practical skills that are compatible with the development and changes of the advertising industry and socio-economic culture, cultivate students' good advertising creation ability in practical teaching, organize and create advertising planning plans, work design, audio-visual advertising products and brand planning and promotion programs that meet customer needs, and serve the society；

7.沟通与交流：具备国际视野，具有较强的语言文字表达能力，就广告领域问题与现象能够与业界同行、社会公众、广告客户进行有效沟通与交流；

Ⅻ Communication: Have an international vision, have strong language and writing skills, and be able to effectively communicate and communicate with industry peers, the public and advertisers on issues and phenomena in the field of advertising;

8.终身学习：掌握创新与创业的基本理论和方法，能运用创新思维解决广告实践问题，培养具有创新、积极实践和风险承担意识的创业精神，形成自主学习意识和终身学习能力；

VIII Lifelong Learning: Master the basic theories and methods of innovation and entrepreneurship, be able to use innovative thinking to solve advertising practice problems, cultivate an entrepreneurial spirit with innovation, active practice and risk-taking awareness, and form an independent learning consciousness and lifelong learning ability;

9.职业规范与团队协作：具有法律素养和社会责任感，熟悉本专业领域法律、法规及相关政策，理解并遵守社会公德、广告从业者的职业道德和职业规范；具有团队协作意识，能够在本学科及多学科团队活动中与其他成员合作共事；

IX Professional Norms and Teamwork: Have humanistic literacy, legal literacy and social responsibility, be familiar with laws, regulations and relevant policies in this professional field, understand and abide by the professional ethics and professional norms of social ethics and advertising practitioners; have a sense of teamwork, and be able to cooperate with other members in this discipline and multidisciplinary team activities;

10.身心健康：达到国家规定的大学生体质健康标准，具有健康的体魄和良好的心理素质。

X Physical and Mental Health: Meet the physical health standards of college students set by the state, and have a healthy physique and good psychological quality.

表1 毕业要求与培养目标对应关系矩阵

TableⅠCorresponding Relation of Graduation Requirements and Education Objectives

表2 毕业要求指标点

Table Ⅱ Index Point of Graduation Requirements

表3课程与毕业要求关联矩阵

Table Ⅲ Corresponding Relation of Course and Graduation Requirements

注：表格要清晰真实每门课程与毕业要求达成的关联度情况，关联度强的用“H”(high)表示，关联度中等的用“M”(medium)表示，关联度弱的用“L”(low).表示。

比重：H：0.2， M：0.15，L：0.1

四、专业核心课程

Ⅳ Core Courses

传播学概论、广告学概论、广告创意与策划、广告心理学、广告史、数字广告文案写作、市场营销学、统计与大数据分析、公共关系学、电脑图文设计、品牌学概论、跨文化传播。

五、主要实践性环节

Ⅴ Main Internship and Practical Training

1.课程实践：（1）课程内实践，第1-7学期由授课教师在课程教学中依据课程教学大纲要求设计实施；（2）达芬奇剪辑师入门，第4学期指导完成。

2.毕业实习：毕业实习12周。

3.毕业设计：于第8学期进行为期12周的毕业设计。

六、学时与学分

Ⅵ Hours and Credits

表学时学分构成表

七、学制、学分要求与学位授予

Ⅶ Duration\Credit and Degree

（一）学制

基本学制为4年；学生可根据实际情况在3-6年内完成学业。

（二）学分要求

学生达到《国家学生体质健康标准》中对大学生的要求，在规定的修读年限内，最低须修读（148）学分，其中必修（103）学分，选修（45）学分，方可毕业。

1.通识教育：通识教育课程必修44学分，选修9学分。

2.专业教育：专业教育课程必修40学分，选修36学分。

3.集中性实践教育：集中性实践教育必修19分，其中达芬奇剪辑师入门必修3学分，专业实习实训必修6学分，毕业设计必修6学分，视频融合生产必修2学分，阅读训练必修2学分。

（三）学位

达到专业规定的最低学分要求，授予文学学士学位。

八、课程设置及教学进程表

 2024.1.30 2023版广告学专业课程设置.xls