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doc 广告学专业本科培养计划Undergraduate Program for Specialty in Advertising一、培养目标Ⅰ.Educational Objectives本专业以市场营销、新闻传播为基础,以广告策划、创意为核心;以品牌传播和公共关系为特色,培养“懂网络、善创意、精传播”的策略性传播人才。本专业人才能广泛就职于新闻媒介广告部门、广告公司、公关公司、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、广告和公关策划、市场营销策划及市场调查公司。This program prepares students to be strategic communication specialists in advertising and Public Relations.this program base on marketing and journalism communication, centre on advertising planning and ctreative,and specialize in brand communication and public relations .The students could work in broadly aera of department of advertising in media, AD Company, PR company, marketing investment company , information consultant company ,intnet company,and other various sectors upon graduation.二、基本规格要求Ⅱ.Skills Profile 本专业学生主要学习马克思主义基本原理、系统掌握广告学和公共关系学的基本理论与知识,接受广告策划、公共关系实务、品牌策略传播、市场营销策划等基本能力训练,熟知各类媒体传播特性,形成“厚基础、宽口径、术理兼备”的知识结构。Students of this program are expected to gain systemly knowledge of advertising and Public Relations; skills in planning, creating, making and issuing of advertising; Public Relations Practice; Brand strategic Communication; skills in marketing and in information analysis and processing; understanding the law and regulations of China in media; and to build an excellent knowledge structure.三、培养特色Ⅲ.Program Features突出培养“创意思维、策略制定和问题解决”三种核心专业特质。This program attaches much importance to three core professional charactors of creative thinking、 strategic making and problem solving .四、主干学科Ⅳ.Major Disciplines传播学Journalism、新闻学Communication五、学制与学位Ⅴ.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 Arts六、学时与学分Ⅵ.Hours/Credits完成学业最低课内学分(含课程体系与集中性实践教学环节)要求:201Minimum Credits of Curricular (Comprising course system and intensified internship practical training):201完成学业最低课外学分要求:5Minimum Extracurricular Credits:51. 课程体系学时与学分Hours/Credits of Course System课程类别 课程性质 学时/学分 占课程体系学分比例(%) 通识教育基础课程 必修 824/47.5 29.3 选修 96/6 3.7 学科基础课程 学科大类基础课程 必修 432/27 16.7 选修 48/3 1.9 学科专业基础课程 必修 468/28.5 17.6 专业核心课程 必修 608/38 23.5 专业方向课程 选修 192/12 7.4 合计 2668/162 100 (注:中国文学与中国古代文学课程合并,只计中国古代文学课程的课时和学分。)Course Classified Course Nature Hrs/Crs Percentage (%) Basic Courses in General Education Required 824/47.5 29.3 Elective 96/6 3.7 Basic Courses in Discipline Basic Courses in General Discipline Required 432/27 16.7 Elective 48/3 1.9 Basic Courses in Discipline Required 468/28.5 17.6 Courses in the core of Specialty Required 608/38 23.5 Courses in Specialty direction Elective 192/12 7.4 Total 2668/162 100 2. 集中性实践教学环节周数与学分Weeks/Credits of Intensified Internship and Practical Training实践教学环节名称 课程性质 周数/学分 占实践教学环节学分比例(%) 军事训练 必修 2/2 5.1 公益劳动 必修 1/1 2.6 认知实习 必修 4/4 10.3 专业实习 必修 16/16 41.0 毕业设计(论文) 必修 16/16 41.0 合计 39/39 100 Internship & Practical Training Course Nature Weeks/Credits Percentage (%) Military Training Required 2/2 5.1 Laboring for Public Benefit Required 1/1 2.6 Cognitive Practice Required 4/4 10.3 Professional Social Practice Required 16/16 41.0 Undergraduate Thesis Required 16/16 41.0 Total 39/39 100 2. 课外学分Extracurricular Credits序号 课外活动名称 课外活动和社会实践的要求 课外学分 1 社会实践活动 个人被校团委或团省委评为社会实践活动积极分子者,集体被校团委或团省委评为优秀社会实践队者 2 2 英语及计算机考试 全国大学英语六级考试 考试成绩达到学校要求者 2 全国计算机等级考试 获二级以上证书者 2 全国计算机软件资格、水平考试 获程序员证书者 2 获高级程序员证书者 3 3 竞赛 校级 获一等奖者 3 获二等奖者 2 获三等奖者 1 省级 获一等奖者 4 获二等奖者 3 获三等奖者 2 全国 获一等奖者 6 获二等奖者 4 获三等奖者 3 4 论文 在全国性刊物发表论文 每篇论文 2~3 5 科研 视参与科研项目时间与科研能力 每项 1~3 注:参加校体育运动会获第一名、第二名者与校级一等奖等同,获第三名至第五名者与校级二等奖等同,获第六至第八名者与校级三等奖等同。No. Extracurricular Activities and Social Practice Requirements ExtracurricularCredits 1 Activities of Social Practice Submit report and pass oral defense 1 Entitled as Activist by the Communist Youth League of HUST or Hubei Province;Membership of the group which is entitled as Excellent Social Practice Group by the Communist Youth League of HUST or Hubei Province 2 2 Examinations in English and Computer CET-6 Students whose Band-6 exam scores accord our requirements 2 National Computer RankExamination Win certificate of Band-2 or higher 2 National Computer Software Qualification Win certificate of programmer 2 Win certificate of Advanced Programmer 3 Win certificate of System Analyst 4 Continue No. Extracurricular Activities and Social Practice Requirements ExtracurricularCredits 3 Competitions University Level Win first prize 3 Win second prize 2 Win third prize 1 Provincial Level Win first prize 4 Win second prize 3 Win third prize 2 National Level Win first prize 6 Win second prize 4 Win third prize 3 4 Thesis Those whose thesis appears in national publications Per piece 2~3 5 Scientific Research Depending on both the time spent in and ability demonstrated in scientific research project Each item 1~3 Note: In HUST Sports Meeting, the first and the second prize, the third to the fifth prize, and the sixth prize to the eighth prize are deemed respectively the first prize, the second prize and the third prize of university level.七、主要课程Ⅶ.Main Courses in Specialty 广告学概论 Intrudiction to Advertising广告策划与创意Advertising Planning and Creation、广告文案写作Advertising Writing、广告媒体策略Adverting Media Planning、新媒体广告设计New Media Advertising Design 广告摄影与平面广告Advertising Photography and Plane Advertising、广告心理学Advertising Psychology、广告调查Advertising Media Planning、公共关系学原理Public Relations Principle、公共关系实务 Public Relations Practice八、主要实践教学环节(含专业实验)Ⅷ.Main Internship and Practical Training (Including experiments)专业实习Professional Practice九、教学进程计划表Ⅸ.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 and Information Communications Specialty: Advertising课程类别CourseClassi-Fied 课程性质CourseNature 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 Distributionin 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 必 修Required 0301901 思想道德修养与法律基础Morals & Ethics & Fundamentals of Law 48/3 12 36 必 修Required 0100721 中国近现代史纲要Survey of Modern Chinese History 32/2 8 24 必 修Required 0100881 马克思主义基本原理Basic Theory of Marxism 48/3 12 36 续表 课程类别CourseClassi-Fied 课程性质CourseNature 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 Distributionin 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 通识教育基础课程Basic Courses in General Education 必 修Required 0100931 思政课社会实践Social Practice of Ideological and Political Theories Course 32/2 28 4 必 修Required 0100321 毛泽东思想和中国特色社会主义理论体系概论General Introduction to Mao Zedong Thought and Socialist Theory with Chinese Characteristics 64/4 64 必 修Required 0100741 形势与政策Current Affairs and Policy 32/2 14 3 3 3 3 3 3 必 修Required 0510071 中国语文Chinese 32/2 32 必 修Required 0500015 大学英语(一)College English (Ⅰ) 56/3.5 56 必 修Required 0500017 大学英语(二)College English (Ⅱ) 56/3.5 56 必 修Required 0500019 大学英语(三)College English (Ⅲ) 56/3.5 56 必 修Required 0503019 大学英语(四)College English (Ⅳ) 56/3.5 56 必 修Required 0400111 大学体育(一)Physical Education(Ⅰ) 32/1 32 必 修Required 0400121 大学体育(二)Physical Education(Ⅱ) 32/1 32 必 修Required 0400131 大学体育(三)Physical Education(Ⅲ) 32/1 32 必 修Required 0400141 大学体育(四)Physical Education(Ⅳ) 32/1 32 必 修Required 0700013 微积分(三)Calculus(III) 80/5 80 必 修Required 1200011 军事理论Military Theory 16/1 16 必 修Required 0800171 大学计算机基础Fundamentals of computer technology 32/2 12 32 必 修Required 0818644 VB语言程序设计Visual Basic Programming 56/3.5 20 56 自然科学类选修课程Electives in Natural Science 96/6 续表 课程类别CourseClassi-Fied 课程性质CourseNature 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 Distributionin 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 学科基础课程·学科大类基础Basic Courses in General Discipline 必 修Required 0300573 政治学原理Fundamentals of Politics 40/2.5 4 40 必 修Required 0300062 逻辑学Logic 32/2 4 32 必 修Required 0100681 哲学导论Introduction to Philosophy 48/3 4 48 必 修Required 0100133 伦理学Ethics 32/2 4 32 必 修Required 0501612 中国古代文学(一)Ancient Literature of China(Ⅰ) 32/2 2 32 必 修Required 0506942 中国古代文学(二)Ancient Literature of China(Ⅱ) 40/2.5 2 40 必 修Required 0300562 法学导论Introduction to Law 48/3 4 48 必 修Required 0300074 社会学概论Introduction to Sociology 40/2.5 6 40 必 修Required 1100202 公共管理学Public Administration 40/2.5 4 40 必 修Required 0500112 世界文学World Literature 32/2 32 必 修Required 0200191 经济学原理Essentials of Economics 48/3 4 48 选 修Required 0504211 中国现当代文学Modern and ContemporaryLiterature of China 48/3 48 学科基础课程·学科专业基础Basic Courses in Discipline 必 修Required 0500921 新闻学概论Introduction of Journalism Science 40/2.5 40 必 修Required 0504231 中国新闻传播史History of Chinese News Communication 40/2.5 40 必 修Required 0504021 传播学原理Introduction to communication 40/2.5 40 必 修Required 0511451 广播电视概论Introduction to Broadcast Television news 32/2 32 必 修Required 0504255 数字传播技术基础Introduction of Cyber Communication Teachnology 48/3 20 48 必 修Required 1104251 公共关系原理Public Relations Theory 32/2 32 必 修Required 0511461 传播学研究方法Communication Research Methods 56/3.5 16 56 续表 课程类别CourseClassi-Fied 课程性质CourseNature 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 Distributionin 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 必 修Required 0504241 外国新闻传播史History of Foreign News Communication 40/2.5 40 必 修Required 0512141 新闻传播伦理与法制Journalistic Ethic and Regulation 40/2.5 40 必 修Required 0511371 传媒经营管理Media Operation and Management 40/2.5 40 必 修Required 0511381 新闻传播前沿讲座Journalism and Communicotion Lecture 32/2 32 必 修Required 0303692 学术规范与论文写作Academic Thesis Writing 16/1 16 专业课程·专业核心Courses in the core of Specialty 必 修Required 0511611 经典广告欣赏Typical Advertising Analysis 24/1.5 24 必 修Required 0501086 美术基础Basic of Arts 48/3 20 48 必 修Required 0504441 广告学概论Advertising Principle 40/2.5 40 必 修Required 0504431 广告创意与策划Advertising Planning and Creation 48/3 48 必 修Required 0506222 分类广告跟踪调查Varid Advortising Tracing Investiment 32/2 32 必 修Required 0500622 广告文案写作Writing of Advertising 40/2.5 40 必 修Required 0504502 广告摄影与平面广告Advertising Photographyand Plane Advertising 32/2 32 必 修Required 1100095 市场营销学Marketing 48/3 48 必 修Required 0510906 新媒体广告设计New media advertising design 48/3 24 48 必 修Required 0504471 广告调查Advertising Investigation 48/3 16 48 必 修Required 0511651 公共关系实务Public Relations Practice 40/2.5 40 必 修Required 0509122 广告表现与制作(一)Advertisement Display and Design (Ⅰ) 32/2 32 32 必 修Required 0509123 广告表现与制作(二)Advertisement Display and Design (Ⅱ) 32/2 32 32 必 修Required 0504461 广告心理学Advertising Phychology 32/2 32 续表 课程类别CourseClassi-Fied 课程性质CourseNature 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 Distributionin 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 必 修Required 0504512 品牌传播策略Strstegies of Famous Brands 32/2 24 32 必 修Required 0504491 广告媒介策略Advertising Media Planning 32/2 32 专业课程·专业方向Courses in Specialty direction 专业方向选修课程Specialty-Oriented Electives 192/12 选 修Elective 0500481 新闻采访News Gathering 48/3 48 选 修Elective 0500511 新闻写作News Writing 48/3 48 选 修Elective 0500931 公共传播与电子政务Public Communication & E-Govern 40/2.5 40 选 修Elective 0500642 新闻报道策划Planning of News Report 32/2 32 选 修Elective 1100116 电子商务Electronic Commerce 32/2 16 32 选 修Elective 0510871 危机传播与管理Crisis Comunication and Management 24/1.5 24 选 修Elective 1102853 公关礼仪Public Relations Etiquetle 24/1.5 24 选 修Elective 0511421 媒介营销Media marketing 32/2 32 实践环节Internship and Practical Training 必 修Required 1300012 军事训练Military Training 2w/2 2w 必 修Required 1300021 公益劳动Labouring for Public Benefit 1w/1 1w 必 修Required 1300532 认知实习Cognitive Practice 4w/4 4w 必 修Required 1300070 专业实习Professional Practice 16w/16 16w 必 修Required 1300066 毕业设计(论文)Undergraduate Thesis 16w/16 16w 广告学第二主修专业培养计划Undergraduate Program for the Second Specialty in Advertising一、培养目标Ⅰ.Educational Objectives本专业以市场营销、新闻传播为基础,以广告策划、创意为核心;以品牌传播和公共关系为特色,培养“懂网络、善创意、精传播”的策略性传播人才。本专业人才能广泛就职于新闻媒介广告部门、广告公司、公关公司、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、广告和公关策划、市场营销策划及市场调查公司。This program prepares students to be strategic communication specialists in advertising and Public Relations.this program base on marketing and journalism communication, centre on advertising planning and ctreative,and specialize in brand communication and public relations .The students could work in broadly aera of department of advertising in media, AD Company, PR company, marketing investment company , information consultant company ,intnet company,and other various sectors upon graduation.二、学位Ⅱ.Degrees Conferred文学学士Bachelor of Arts三、学分Ⅲ.Credits完成学业最低学分要求:50Minimum Course Credits:50其中:Including:学科大类基础课程:10学分Basic Courses in General Discipline:10学科专业基础课程:12.5学分Basic Courses in Discipline:12.5专业课程:21.5学分Courses in Specialty:21.5实践环节:6学分Internship and Practical Training:6四、教学进程计划表Ⅳ.Table of Teaching Schedule课程类别CourseClassi-fied 课程性质CourseNature 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 Distributionin 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 学科大类基础课程Basic Courses in General Discipline 必 修Required 0503991 中国文学Chinese Literature 32/2 4 32 必 修Required 0200191 经济学原理Essentials of Economics 48/3 4 48 必 修Required 0504021 传播学原理Introduction to Communication 40/2.5 6 40 必 修Required 0300074 社会学概论Introduction to Sociology 40/2.5 6 40 学科专业基础课程Basic Courses in Discipline 必 修Required 1100182 公共关系学Public Relations 32/2 32 必 修Required 0511451 数字传播技术基础Multi-media Technologyand Network Communication 48/3 32 48 必 修Required 0500582 传播学研究方法Communication Research Methods 56/3.5 16 56 必 修Required 0511362 新闻传播法Journalism Communication law 32/2 32 必 修Required 0511372 传媒经营管理Media Operation and Management 32/2 32 专业课程Courses in Specialty 必 修Required 0504441 广告学概论Advertising 40/2.5 40 必 修Required 0510953 公关实务Public Relations practice 40/2.5 40 必 修Required 0504431 广告创意与策划Advertising Planning and Creation 48/3 48 必 修Required 0500622 广告文案写作Writing of Advertising 40/2.5 40 必 修Required 0511571 新媒体广告设计New media Advertising Design 48/3 24 24 必 修Required 0504472 广告调查Advertising Investigation 32/2 32 必 修Required 0509121 广告表现与制作Advertisement Display and Design 64/4 64 32 32 必 修Required 0504461 广告心理学Advertising Psychology 32/2 32 必 修Required 0511661 广告摄影与平面设计Advertising Photographyand plan design 48/3 48 续表 课程类别CourseClassi-fied 课程性质CourseNature 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 Distributionin 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 实践环节Internship and Practical Training 必 修Required 1300112 专业实践Professional Practice 1w/1 1w 必 修Required 1300038 毕业设计(论文)Undergraduate Thesis 5w/5 5w 广告学辅修专业培养计划Undergraduate Program for Auxiliary Specialty in Advertising一、培养目标Ⅰ.Educational Objectives本专业以市场营销、新闻传播为基础,以广告策划、创意为核心;以品牌传播和公共关系为特色,培养“懂网络、善创意、精传播”的策略性传播人才。本专业人才能广泛就职于新闻媒介广告部门、广告公司、公关公司、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、广告和公关策划、市场营销策划及市场调查公司。This program prepares students to be strategic communication specialists in advertising and Public Relations.this program base on marketing and journalism communication, centre on advertising planning and ctreative,and specialize in brand communication and public relations .The students could work in broadly aera of department of advertising in media, AD Company, PR company, marketing investment company , information consultant company ,intnet company,and other various sectors upon graduation.二、学分Ⅱ.Credits完成学业最低学分要求:25Minimum Course Credits:25其中:Including:学科基础课程:9学分Basic Courses in Discipline:9学科专业课程:16学分Courses in Specialty:16三、教学进程计划表Ⅲ.Table of Teaching Schedule课程类别CourseClassi-Fied 课程性质CourseNature 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 Distributionin 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 学科基础课程Basic Courses in Discipline 必 修Required 1100182 公共关系学Public Relations 32/2 32 必 修Required 0504021 传播学原理Introduction to Communication 40/2.5 6 40 必 修Required 0300074 社会学概论Introduction to Sociology 40/2.5 6 40 必 修Required 0511362 新闻传播法Journalism communication Law 32/2 32 续表 课程类别CourseClassi-Fied 课程性质CourseNature 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 Distributionin 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 必 修Required 0504441 广告学概论Advertising 40/2.5 40 必 修Required 0504431 广告创意与策划Advertising Planning and Creation 48/3 48 学科专业课程Courses in Specialty 必 修Required 0511572 新媒体广告设计New media Advertising Design 40/2.5 40 必 修Required 0500622 广告文案写作Writing of Advertising 40/2.5 40 必 修Required 0504472 广告调查Advertising Investigation 32/2 32 必 修Required 1100095 市场营销学Marketing 48/3 48 必 修Required 0504461 广告心理学Advertising Psychology 32/2 32