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廣告學(xué)本科專(zhuān)業(yè)人才培養(yǎng)方案

2023版

一、學(xué)院（部）簡(jiǎn)介

西北民族大學(xué)新聞傳播學(xué)院成立于2008年，是甘肅省第二所獨(dú)立建院的新聞院系，國(guó)家民委直屬院校中第一所獨(dú)立的新聞院系。學(xué)院堅(jiān)持以習(xí)近平新時(shí)代中國(guó)特色社會(huì)主義思想為指導(dǎo)，堅(jiān)決貫徹黨的教育方針，增強(qiáng)“四個(gè)意識(shí)”，堅(jiān)定“四個(gè)自信”，捍衛(wèi)“兩個(gè)確立”，做到“兩個(gè)維護(hù)”；堅(jiān)守“為黨育人、為國(guó)育才”的初心使命，全面落實(shí)立德樹(shù)人根本任務(wù)，圍繞鑄牢中華民族共同體意識(shí)主線(xiàn)，緊盯高等教育改革大勢(shì)和現(xiàn)實(shí)動(dòng)向，守正創(chuàng)新、賡續(xù)奮進(jìn)，以高質(zhì)量的黨建引領(lǐng)教育事業(yè)高質(zhì)量發(fā)展。學(xué)院目前為中國(guó)新聞史學(xué)會(huì)少數(shù)民族新聞傳播史研究委員會(huì)常務(wù)理事單位、副會(huì)長(zhǎng)單位，符號(hào)傳播學(xué)會(huì)常務(wù)理事單位，中國(guó)高校影視學(xué)會(huì)民族影視專(zhuān)業(yè)委員會(huì)常務(wù)理事單位、副理事長(zhǎng)單位。

學(xué)院現(xiàn)開(kāi)設(shè)新聞學(xué)、廣播電視學(xué)、廣告學(xué)、廣播電視編導(dǎo)等4個(gè)本科專(zhuān)業(yè)；其中，新聞學(xué)專(zhuān)業(yè)為國(guó)家級(jí)一流專(zhuān)業(yè)，同時(shí)開(kāi)設(shè)卓越新聞學(xué)實(shí)驗(yàn)班，廣播電視編導(dǎo)專(zhuān)業(yè)為甘肅省一流專(zhuān)業(yè)。現(xiàn)有新聞與傳播專(zhuān)業(yè)碩士、藝術(shù)人類(lèi)學(xué)碩士點(diǎn)、戲劇與影視專(zhuān)業(yè)碩士3個(gè)碩士學(xué)位點(diǎn)。建有新聞編輯實(shí)驗(yàn)室、廣告綜合實(shí)驗(yàn)室、廣播電視綜合實(shí)驗(yàn)室、數(shù)字暗房實(shí)驗(yàn)室，設(shè)備總值1007萬(wàn)元,其中廣播電視綜合實(shí)驗(yàn)室為甘肅省省級(jí)教學(xué)示范中心。

二、專(zhuān)業(yè)大類(lèi)構(gòu)成

表 專(zhuān)業(yè)大類(lèi)構(gòu)成

Formation of Major Category

三、本科專(zhuān)業(yè)人才培養(yǎng)方案

廣告學(xué)專(zhuān)業(yè)人才培養(yǎng)方案

Undergraduate Program for Advertising Major

專(zhuān)業(yè)代碼：050303 學(xué)科門(mén)類(lèi)：文學(xué)

專(zhuān) 業(yè) 類(lèi)：新聞傳播學(xué)類(lèi) 授予學(xué)位：文學(xué)學(xué)士

標(biāo)準(zhǔn)學(xué)制：4年 所屬學(xué)院：新聞傳播學(xué)院

專(zhuān)業(yè)負(fù)責(zé)人：杜廣中 方案審核人：盧毅剛

一、專(zhuān)業(yè)簡(jiǎn)介

ⅠMajor

廣告學(xué)專(zhuān)業(yè)于2000年設(shè)立，已培養(yǎng)學(xué)生1000余人，積累和形成了豐富的人才培養(yǎng)經(jīng)驗(yàn)和學(xué)科基礎(chǔ)?，F(xiàn)有專(zhuān)任教師以中青年相結(jié)合、中年教師為主體，職稱(chēng)、學(xué)歷、年齡梯度合理，業(yè)務(wù)技能與學(xué)術(shù)背景互有補(bǔ)充，整體具有很強(qiáng)的學(xué)術(shù)研究水平和教學(xué)水平。專(zhuān)業(yè)教育堅(jiān)持立德樹(shù)人，以鑄牢中華民族共同體意識(shí)為主線(xiàn)，強(qiáng)化實(shí)踐教學(xué)，精耕學(xué)生實(shí)踐能力培養(yǎng)，多維促進(jìn)實(shí)踐能力提升效果，促進(jìn)實(shí)踐成果有效轉(zhuǎn)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、培養(yǎng)目標(biāo)

ⅡEducation Objectives

以鑄牢中華民族共同體意識(shí)為主線(xiàn)，落實(shí)立德樹(shù)人根本任務(wù)，培養(yǎng)德智體美勞全面發(fā)展，適應(yīng)行業(yè)和經(jīng)濟(jì)發(fā)展需要，掌握廣告專(zhuān)業(yè)知識(shí)與實(shí)踐技能，熟悉國(guó)家廣告政策與法規(guī)，具有廣告策略思維、營(yíng)銷(xiāo)設(shè)計(jì)、品牌策劃傳播、視頻融合生產(chǎn)能力，能夠在媒體廣告部門(mén)、廣告公司、市場(chǎng)咨詢(xún)機(jī)構(gòu)、政府部門(mén)、企事業(yè)單位、文化創(chuàng)意產(chǎn)業(yè)部門(mén)及其他相關(guān)機(jī)構(gòu)，勝任廣告策劃設(shè)計(jì)、文案寫(xiě)作、影視廣告創(chuàng)作、品牌推廣、數(shù)據(jù)統(tǒng)計(jì)與分析等相關(guān)工作的應(yīng)用型人才。

本專(zhuān)業(yè)希望學(xué)生在畢業(yè)后五年能夠達(dá)到以下目標(biāo)：

目標(biāo)1.具有良好的思想政治品質(zhì)和人文科學(xué)素養(yǎng)，具備社會(huì)主義核心價(jià)值觀(guān)，具有良好的思想道德品質(zhì)和道德修養(yǎng)、健康的心理素質(zhì)和身體素質(zhì)。

目標(biāo)2. 掌握扎實(shí)的新聞傳播理論和廣告創(chuàng)意傳達(dá)與品牌策劃傳播相關(guān)專(zhuān)業(yè)知識(shí)，熟知廣告創(chuàng)意、品牌管理與傳播、電腦圖文設(shè)計(jì)、市場(chǎng)營(yíng)銷(xiāo)推廣、數(shù)據(jù)統(tǒng)計(jì)分析、廣告文案創(chuàng)作、公關(guān)策劃等廣告專(zhuān)業(yè)知識(shí)。

目標(biāo)3.能夠適應(yīng)移動(dòng)互聯(lián)網(wǎng)、大數(shù)據(jù)、人工智能等信息技術(shù)的發(fā)展，熟悉并自覺(jué)遵守國(guó)家的法律法規(guī)，了解廣告行業(yè)現(xiàn)狀以及未來(lái)發(fā)展趨勢(shì)，能夠恪守廣告職業(yè)道德規(guī)范，履行廣告工作職責(zé)使命。

目標(biāo)4.熱愛(ài)廣告行業(yè)，具備國(guó)際化視野，具有良好的語(yǔ)言文字表達(dá)能力和人際交往與溝通合作能力。

目標(biāo)5.具備創(chuàng)新創(chuàng)業(yè)和終身學(xué)習(xí)能力，能通過(guò)自主學(xué)習(xí)和行業(yè)鍛煉，不斷更新和調(diào)整自身的核心知識(shí)和能力，適應(yīng)職業(yè)發(fā)展和社會(huì)發(fā)展，在廣告行業(yè)相關(guān)領(lǐng)域保持職業(yè)競(jìng)爭(zhēng)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、畢業(yè)要求

Ⅲ Graduation Requirements

經(jīng)過(guò)在校四年以上的系統(tǒng)專(zhuān)業(yè)學(xué)習(xí)，本專(zhuān)業(yè)畢業(yè)生需要達(dá)到以下知識(shí)，技能與素質(zhì)要求:

1.理想信念：具有堅(jiān)定正確的政治信念，堅(jiān)決擁護(hù)中國(guó)共產(chǎn)黨的領(lǐng)導(dǎo)，以習(xí)近平新時(shí)代中國(guó)特色社會(huì)主義思想為指導(dǎo)，能自覺(jué)踐行社會(huì)主義核心價(jià)值觀(guān)，具有馬克思主義國(guó)家觀(guān)、歷史觀(guān)、民族觀(guān)、文化觀(guān)和宗教觀(guān)；

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.人文素養(yǎng)：要求學(xué)生具備學(xué)科交叉意識(shí)以及學(xué)科融合思維，具備良好的哲學(xué)、歷史、經(jīng)濟(jì)、文學(xué)、藝術(shù)等人文素養(yǎng)和社會(huì)科學(xué)的基本知識(shí)，并具備從事廣告活動(dòng)應(yīng)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.學(xué)科基礎(chǔ)知識(shí)：系統(tǒng)掌握傳播學(xué)、新聞學(xué)、廣播電視學(xué)、廣告學(xué)等學(xué)科基礎(chǔ)知識(shí)，建立良好的、基礎(chǔ)扎實(shí)的學(xué)科知識(shí)體系；

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.專(zhuān)業(yè)知識(shí)：具備廣告學(xué)專(zhuān)業(yè)的基本理論素質(zhì)和品牌傳播、廣告創(chuàng)意傳達(dá)相關(guān)理論知識(shí)，了解專(zhuān)業(yè)理論前沿和行業(yè)發(fā)展現(xiàn)狀與趨勢(shì)；

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.問(wèn)題分析與研究能力：掌握廣告行業(yè)調(diào)查研究的基本方法和技巧，具備初步的問(wèn)題分析和研究能力，能運(yùn)用本專(zhuān)業(yè)相關(guān)理論與知識(shí)，結(jié)合中國(guó)廣告實(shí)際分析研究行業(yè)廣告現(xiàn)象和廣告?zhèn)鞑?shí)踐中出現(xiàn)的新問(wèn)題；

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.專(zhuān)業(yè)技能與實(shí)踐能力：適應(yīng)廣告行業(yè)發(fā)展要求，通過(guò)專(zhuān)業(yè)知識(shí)培養(yǎng)學(xué)生的專(zhuān)業(yè)技能，使學(xué)生具備與廣告行業(yè)和社會(huì)經(jīng)濟(jì)文化發(fā)展變化相適應(yīng)的廣告實(shí)踐技能，在實(shí)踐教學(xué)中培養(yǎng)學(xué)生良好的廣告創(chuàng)作能力，組織創(chuàng)作出符合客戶(hù)需求的廣告策劃方案、作品設(shè)計(jì)、視聽(tīng)廣告產(chǎn)品與品牌策劃推廣方案，服務(wù)社會(huì)；

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.溝通與交流：具備國(guó)際視野，具有較強(qiáng)的語(yǔ)言文字表達(dá)能力，就廣告領(lǐng)域問(wèn)題與現(xiàn)象能夠與業(yè)界同行、社會(huì)公眾、廣告客戶(hù)進(jìn)行有效溝通與交流；

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.終身學(xué)習(xí)：掌握創(chuàng)新與創(chuàng)業(yè)的基本理論和方法，能運(yùn)用創(chuàng)新思維解決廣告實(shí)踐問(wèn)題，培養(yǎng)具有創(chuàng)新、積極實(shí)踐和風(fēng)險(xiǎn)承擔(dān)意識(shí)的創(chuàng)業(yè)精神，形成自主學(xué)習(xí)意識(shí)和終身學(xué)習(xí)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.職業(yè)規(guī)范與團(tuán)隊(duì)協(xié)作：具有法律素養(yǎng)和社會(huì)責(zé)任感，熟悉本專(zhuān)業(yè)領(lǐng)域法律、法規(guī)及相關(guān)政策，理解并遵守社會(huì)公德、廣告從業(yè)者的職業(yè)道德和職業(yè)規(guī)范；具有團(tuán)隊(duì)協(xié)作意識(shí)，能夠在本學(xué)科及多學(xué)科團(tuán)隊(duì)活動(dòng)中與其他成員合作共事；

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：達(dá)到國(guó)家規(guī)定的大學(xué)生體質(zhì)健康標(biāo)準(zhǔn)，具有健康的體魄和良好的心理素質(zhì)。

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 畢業(yè)要求與培養(yǎng)目標(biāo)對(duì)應(yīng)關(guān)系矩陣

TableⅠCorresponding Relation of Graduation Requirements and Education Objectives

表2 畢業(yè)要求指標(biāo)點(diǎn)

Table Ⅱ Index Point of Graduation Requirements

表3課程與畢業(yè)要求關(guān)聯(lián)矩陣

Table Ⅲ Corresponding Relation of Course and Graduation Requirements

注：表格要清晰真實(shí)每門(mén)課程與畢業(yè)要求達(dá)成的關(guān)聯(lián)度情況，關(guān)聯(lián)度強(qiáng)的用“H”(high)表示，關(guān)聯(lián)度中等的用“M”(medium)表示，關(guān)聯(lián)度弱的用“L”(low).表示。

比重：H：0.2， M：0.15，L：0.1

四、專(zhuān)業(yè)核心課程

Ⅳ Core Courses

傳播學(xué)概論、廣告學(xué)概論、廣告創(chuàng)意與策劃、廣告心理學(xué)、廣告史、數(shù)字廣告文案寫(xiě)作、市場(chǎng)營(yíng)銷(xiāo)學(xué)、統(tǒng)計(jì)與大數(shù)據(jù)分析、公共關(guān)系學(xué)、電腦圖文設(shè)計(jì)、品牌學(xué)概論、跨文化傳播。

五、主要實(shí)踐性環(huán)節(jié)

Ⅴ Main Internship and Practical Training

1.課程實(shí)踐：（1）課程內(nèi)實(shí)踐，第1-7學(xué)期由授課教師在課程教學(xué)中依據(jù)課程教學(xué)大綱要求設(shè)計(jì)實(shí)施；（2）達(dá)芬奇剪輯師入門(mén)，第4學(xué)期指導(dǎo)完成。

2.畢業(yè)實(shí)習(xí)：畢業(yè)實(shí)習(xí)12周。

3.畢業(yè)設(shè)計(jì)：于第8學(xué)期進(jìn)行為期12周的畢業(yè)設(shè)計(jì)。

六、學(xué)時(shí)與學(xué)分

Ⅵ Hours and Credits

表學(xué)時(shí)學(xué)分構(gòu)成表

七、學(xué)制、學(xué)分要求與學(xué)位授予

Ⅶ Duration\Credit and Degree

（一）學(xué)制

基本學(xué)制為4年；學(xué)生可根據(jù)實(shí)際情況在3-6年內(nèi)完成學(xué)業(yè)。

（二）學(xué)分要求

學(xué)生達(dá)到《國(guó)家學(xué)生體質(zhì)健康標(biāo)準(zhǔn)》中對(duì)大學(xué)生的要求，在規(guī)定的修讀年限內(nèi)，最低須修讀（148）學(xué)分，其中必修（103）學(xué)分，選修（45）學(xué)分，方可畢業(yè)。

1.通識(shí)教育：通識(shí)教育課程必修44學(xué)分，選修9學(xué)分。

2.專(zhuān)業(yè)教育：專(zhuān)業(yè)教育課程必修40學(xué)分，選修36學(xué)分。

3.集中性實(shí)踐教育：集中性實(shí)踐教育必修19分，其中達(dá)芬奇剪輯師入門(mén)必修3學(xué)分，專(zhuān)業(yè)實(shí)習(xí)實(shí)訓(xùn)必修6學(xué)分，畢業(yè)設(shè)計(jì)必修6學(xué)分，視頻融合生產(chǎn)必修2學(xué)分，閱讀訓(xùn)練必修2學(xué)分。

（三）學(xué)位

達(dá)到專(zhuān)業(yè)規(guī)定的最低學(xué)分要求，授予文學(xué)學(xué)士學(xué)位。

八、課程設(shè)置及教學(xué)進(jìn)程表

 2024.1.30 2023版廣告學(xué)專(zhuān)業(yè)課程設(shè)置.xls