华中科技大学本科专业人才培养计划· 160·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，以市场营销研究能力为特点，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“懂市场研究、善创意策划、精整合营销传播”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 is based on marketing and journalism communication, concentrating on marketing research, advertising planning and ctreative,and specialize in brand communication and public relations . The students could be employed in a broad aera, such as departments of advertising in media, AD Company, PR company, marketing research company , information consultant company ,internet 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，接受市场营销研究、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 systemetic knowledge of advertising and Public Relations; marketing research;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、培养特色华中科技大学本科专业人才培养计划·161·Ⅲ． Program Features 突出培养“研究能力、创意设计、策略制定”三种核心整合...
