广告学专业本科培养计划.docx

华中科技大学2001年版本科专业人才培养计划广告学专业本科培养计划Undergraduate Program for Specialty in Advertising一、培养目标 . Educational Objectives 本专业旨在培养具备广告学理论与技能、拥有扎实的文理复合性科学文化知识，能在新闻媒介广告部门、广告公司、市场调查公司、信息咨询公司、网络公司，以及企事业单位从事广告经营、广告策划创意和设计制作、市场营销策划、及市场调查分析工作的广告学高级专门人才。This program prepares students to be professional specialists in advertising. Students with the knowledge and skills of advertising may develop a career in advertising companies, idea and design, information query companies, network companies and various sectors.二、基本规格要求 .Skills Profile本专业学生主要学习马克思主义基本原理、广告学的基本理论与基本知识，接受广告策划、市场营销策划和操作实施等基本能力训练，掌握广告实施与经营管理的基本知识与技能。毕业生应获得以下几个方面的知识和能力：1. 系统地掌握广告学基本理论、基本知识；2. 具有现代广告的策划、创意、制作、发布的基本能力，以及市场调查与营销的基本知识和市场分析、数据处理的基本能力；3. 熟悉有关广告的政策法规；4. 具有公共关系的基本知识与活动能力；5. 了解中国广告事业的现状与发展趋势，了解外国广告事业的发展动态。Students of this program are expected to gain：1. Knowledge of advertising；2. Skills in planning, creative, making and issuing of advertising, skills in marketing and skills in information analysis and processing；3. Understanding the law and regulations of China in advertising；4. knowledge and skills of public relations；5. Understand current stage and trend of Chinese and global advertising industry.三、学制与学位 . Length of Schooling and Degree修业年限：四年Duration：4 years授予学位：文学学士Degrees Conferred： Bachelor of Art四、学时与学分 . Hours/Credits总学分：219.5Total Credits：219.5课内教学学时/学分：2607/162.5占总学分的比例：74%Curriculum Class Hours/Credits：2607162.5Percentage in Total Credits：74%其中：Including：通识教育基础课学时/学分：1249/78占总学分的比例：35.5%Class Hrs/Crs of General Education：1249/78Percentage in Total Credits：35.5%学科基础课学时/学分：1038/64.5占总学分的比例：29.4%Class Hrs/Crs of Basic Courses of Disciplines：1038/64.5Percentage in Total Credits：29.4%专业课学时/学分：320/20占总学分的比例：9.1%Class Hrs/Crs of Specialized Courses：320/20Percentage in Total Credits：9.1%集中性实践环节周数/学分：47/47占总学分的比例：21.4%Weeks/Credits of Major Practical Training：47/47Percentage in Total Credits：21.4%课外活动和社会实践最低要求学分：10占总学分的比例：4.6%Minimum Credits of Extracurricular Activities and Practice：10Percentage in Total Credits：4.6%五、主干学科 . Major Disciplines传播学Communication、新闻学Journalism六、主要课程 . Main Courses 传播学概论Introduction to Communication、广告学Advertising、广告策划与创意Advertising Planning and Idea、广告经营管理Advertising Operation and Management、多媒体素材制作Introduction to Multi-media Creation、平面广告设计Design of Plane Advertisements、广告摄影Advertising Photography、网络广告Introduction to Advertisements Online、市场营销学Market Selling、公共关系学Public Relations 七、教学进程计划表. Table of Teaching Schedule院（系）：新闻与信息传播学院专业：广告学School (Department)：School of Journalism & Information CommunicationsSpecialty：Advertising课程类别Courses Classi-fied课程性质Courses Nature课程代码CourseCode课程名称Course Name学时/学分Hrs/Crs其 中Including各 学 期 学 时Hours Distribution of in a Semester课外Extra-cur.实验Exp.上机Oper- ation一1st二2nd三3rd四4th五5th六6th七7th八8th通 识 教 育 基 础 General Education Courses 必 修Required0100011毛泽东思想概论Introduction to Mao Zedong Thought54/33024必 修Required0100031邓小平理论概论Introduction to Deng Xiaoping Theory70/43040必 修Required0300021思想道德修养Morals and Ethics51/32724必 修Required1200011军事理论Military Theory16/116必 修Required0500011大学英语College English224/1456565656必 修Required07000一三微积分（文科）Calculus (Humanity)80/580必 修Required0400011体育Physical Education128/832323232必 修Required0500561新闻传播学讲座Lectures on Journalism and Communication24/1.524必 修Required0800011计算机概论Introduction to Computer Technology32/21632必 修Required0300011法律基础Fundamentals of Law34/21024必 修Required0100042马克思主义政治经济学原理Marxist Political Economy40/2.5832必 修Required0300031当代世界经济与政治Contemporary World Economy and Politics36/2432必 修Required0100021马克思主义哲学原理Marxist Philosophy54/32232必 修Required0700062概率论与数理统计（二）Probability and Mathematics Statistic（）48/348必 修Required0500571传播学概论Introduction to Communication40/2.540必 修Required1100101广告学Advertising40/2.540必 修Required0500581传播研究方法Communication Research Methods54/354必 修Required0500591中外广告史Introduction to Advertisements32/232必 修Required0500601中国古代文学Ancient Chinese Literary96/64848自科类限选课程Restricted Electives in Natural Sciences96/6学 科 基 础 课 程 Basic Courses of Disciplines必 修Required1100092市场营销学Market Selling32/236必 修Required0500601广告策划与创意Advertisement Planning and Creation56/3.556必 修Required1100一八2公共关系学Public Relations32/232必 修Required0500611市场调查Market Investigation56/3.556必 修Required0500621广告文案写作Writing of Advertisements56/3.556必 修Required0501084美术基础Basis of Art36/236必 修Required0500651平面广告设计Design of Plane Advertisements56/3.556必 修Required0500661广告摄影Advertisement Photography54/354必 修Required0500671广告法规与广告伦理Advertisement Ethics and Regulation36/236必 修Required0500681新闻采访与写作Journalistic Interview and Writing64/464必 修Required0500691网络广告Introduction to Advertisements Online36/22036必 修Required0500701电视广告设计与制作Design and Production of Film 36/21636必 修Required0500711媒介经营管理Media Operation and Management48/348必 修Required0500751广告经营管理Advertising Operation and Management40/2.540必 修Required0800041因特网与应用Internet Network and Application48/32048必 修Required0500761多媒体素材制作基础Introduction to Multi-media Creation56/32856必 修Required0500771多媒体应用程序设计Introduction to Materials Production56/32856必 修Required0500781网页设计与制作Design and Operation of Journalistic Web Pages56/32856必 修Required1100111电子商务Electronic Business40/2.52040必 修Required0500792英美报刊述评Review of British & American Newspapers periodicals36/236必 修Required0500801广告案例评析Review of Advertisements cases36/236必 修Required0500811媒介策划Media Planning36/236必 修Required0500821网络广告设计与制作Design and Production of Film & TV Advertisements36/23636专 业 课 程 Specialized Courses专业限选课程组Restricted Electives in the Specialty320/20限 选Restricted0500831人际传播Interpersonal Communication36/236限 选Restricted0500841商品学Commodity Management32/232限 选Restricted1100161消费行为学Buyer Behavior Science32/232限 选Restricted0501681传播科技与社会Communication Technology and Society36/236限 选Restricted0500961国际传播International Communication36/236限 选Restricted0500951国际广告International Advertisements36/236限 选Restricted0500641新闻报道策划Planning of News Report36/236限 选Restricted0500941报刊编辑与排版Newspaper Editing and Composing72/43072限 选Restricted110一三11商务网站设计与管理Design and Management of Commercial Websites36/21636限 选Restricted0500861名牌战略研究Strategies of Famous Brands32/232限 选Restricted0300771网络伦理与法规Ethics and Regulation of Network32/232限 选Restricted0800021C语言Advanced Programming Language(C)56/32056限 选Restricted0500871中国传统文化Chinese Traditional Culture40/2.540限 选Restricted0500431世界历史文化History and Culture of World32/232限 选Restricted0300072社会学概论Introduction to Sociology32/232限 选Restricted0500881中国现当代文学作品选读Selected Readings of Chinese Contemporary Literature48/348限 选Restricted0200061宏、微观经济学Macro Micro Economics64/464限 选Restricted0500891外国文学作品选Selected Translations of Foreign Literary Works48/348限 选Restricted0500282美学概论Introduction to Aesthetics40/2.540限 选Restricted0500901文艺学概论Introduction to Literature36/236限 选Restricted0100072现代西方哲学Modern Western Philosophy40/2.540限 选Restricted11000一三管理学Management32/232限 选Restricted0300053经济法Law of Economy32/232限 选Restricted0300061逻辑学Logic Theory40/2.540实 践 环 节 Practice Training必 修Required一三00014军事训练Military Training4w/44w必 修Required一三00489专业社会实践Professional Social Practice9w/98w1w必 修Required一三00875分类广告跟踪调查Advertising Investigations Practice5w/51w1w1w1w1w必 修Required一三00054专业实习Professional Practice 4w/44w必 修Required一三00099毕业实习Practice of Graduation Design9w/94w5w必 修Required一三00066毕业论文Undergraduate Project16w/1616w必修课学时/学分小计：2191/一三6.5Subtotal class hours/credits of required courses：2191/一三6.5限选课学时/学分小计：416/26Subtotal class hours/credits of restricted elective courses：416/26实验、上机学时/学分小计：实验：上机：278/17Subtotal class hours/credits of experiment and operation：Exp.：Oper.：278/17 12.31.202215:1715:17:4022.12.313时17分3时17分40秒12月. 31, 2231 十二月 20223:17:40 下午15:17:402022年12月31日星期六15:17:4027