Advertising Program

Advertising Program

Advertising Department was established in 1998, and its master's program started from 2014. Advertising Department aims at cultivating interdisciplinary talents engaged in cross-cultural advertising communications. Students not only learn English, but also learn the theories and skills of communication, marketing and advertising. The department has a 3D film and television production base and a multilingual international communication ability research center.

Training Objectives

Advertising Department aims to cultivate inter-disciplinary talents who have good communication and customer management skills, have in-depth insight into products, markets and consumers, can put forward effective integrated marketing communication strategies, can plan digital marketing communication programs using digital media and social media, can carry out creative development and have certain executive ability, have a strong English language ability, and can engage in integrated marketing communication management, planning and creativity in the international market environment. The jobs that students in this major can do after graduation include (but are not limited to) :

1. Account management, strategy planning, creative execution and media planning for foreign and local advertising agencies;

2. Project planning, press release writing and event execution for foreign and local public relations agencies;

3. Customer management, strategy planning and project execution of foreign and local integrated marketing communication agencies;

4. Planning, advertising, public relations, publicity, etc., for marketing departments of multinational companies and enterprises;

5. Product operation, marketing planning and advertising of Internet companies.

Training Requirements

Students majoring in advertising mainly learn the basic theories and knowledge of advertising and related interdisciplinary disciplines, receive basic training in scientific research methods, strategic analysis ability, creative thinking and cooperation consciousness, and have basic abilities in market analysis, consumer behavior, strategy planning, creative implementation, etc., with emphasis on innovation, practical ability, social responsibility, learning ability and cooperation spirit. Graduates should acquire the following knowledge and abilities:

1. Master the basic theories and knowledge of advertising, communication and marketing;

2. Be familiar with advertising policies and regulations, and understand the social, economic and cultural significance of advertising activities;

3. Have the ability to effectively implement advertising planning, creativity, production and publication activities in the context of integrated marketing communications and digital media;

4. Understand the current situation and trends in the development of advertising at home and abroad;

5. Have a solid foundation in English language with high level of listening, speaking, reading, writing and translation;

6. Possess good professional ethics, lofty professional ideals, innovation consciousness and the ability to learn continuously.

Degrees, Credits and Duration

Undergraduates majoring in advertising will be allowed to graduate after completing the 160 credits stipulated in the training program within the specified time and meeting all requirements. A Bachelor of Arts degree will be awarded to those who meet the requirements of the degree.

The major of advertising has a flexible academic system from three to six years, and four years is the basic academic duration.

Core Courses and Featured Courses

Core courses: Integrated Marketing Communications, International Advertising, Advertising Creativity and Design.

Featured courses: Social Media and Big Data Marketing, Programmatic Advertising, Communication Strategy and Planning, Media Innovation, Digital Media Advertising, etc.

Information of Graduates

Advertising graduates have wide employment scope, high signing rate, and the employment rate has reached 100% in successive years. Some of the students go abroad to study in advertising, marketing and media related majors, mostly in well-known universities in the UK and the US, including University of Southern California, Georgetown University, University of Rochester, Durham University, London School of Economics and Political Science, Imperial College London, University of Warwick, Chinese University of Hong Kong, etc. Some of the students are studying in domestic universities, such as Peking University and Zhejiang University. The employed students mainly work in marketing departments of top 500 enterprises, foreign and local advertising agencies, marketing communication companies, public relations agencies, Internet companies, consulting agencies, media agencies, etc., such as Alibaba, Tencent, Jingdong, ByteDance, Huawei, P&G, Pepsi, GroupM, BBDO, etc.