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廣告學本科專業人才培養方案

2023版

一、學院（部）簡介

西北民族大學新聞傳播學院成立于2008年，是甘肅省第二所獨立建院的新聞院系，國家民委直屬院校中第一所獨立的新聞院系。學院堅持以習近平新時代中國特色社會主義思想為指導，堅決貫徹黨的教育方針，增強“四個意識”，堅定“四個自信”，捍衛“兩個確立”，做到“兩個維護”；堅守“為黨育人、為國育才”的初心使命，全面落實立德樹人根本任務，圍繞鑄牢中華民族共同體意識主線，緊盯高等教育改革大勢和現實動向，守正創新、賡續奮進，以高質量的黨建引領教育事業高質量發展。學院目前為中國新聞史學會少數民族新聞傳播史研究委員會常務理事單位、副會長單位，符號傳播學會常務理事單位，中國高校影視學會民族影視專業委員會常務理事單位、副理事長單位。

學院現開設新聞學、廣播電視學、廣告學、廣播電視編導等4個本科專業；其中，新聞學專業為國家級一流專業，同時開設卓越新聞學實驗班，廣播電視編導專業為甘肅省一流專業?，F有新聞與傳播專業碩士、藝術人類學碩士點、戲劇與影視專業碩士3個碩士學位點。建有新聞編輯實驗室、廣告綜合實驗室、廣播電視綜合實驗室、數字暗房實驗室，設備總值1007萬元,其中廣播電視綜合實驗室為甘肅省省級教學示范中心。

二、專業大類構成

表 專業大類構成

Formation of Major Category

三、本科專業人才培養方案

廣告學專業人才培養方案

Undergraduate Program for Advertising Major

專業代碼：050303 學科門類：文學

專 業 類：新聞傳播學類 授予學位：文學學士

標準學制：4年 所屬學院：新聞傳播學院

專業負責人：杜廣中 方案審核人：盧毅剛

一、專業簡介

ⅠMajor

廣告學專業于2000年設立，已培養學生1000余人，積累和形成了豐富的人才培養經驗和學科基礎。現有專任教師以中青年相結合、中年教師為主體，職稱、學歷、年齡梯度合理，業務技能與學術背景互有補充，整體具有很強的學術研究水平和教學水平。專業教育堅持立德樹人，以鑄牢中華民族共同體意識為主線，強化實踐教學，精耕學生實踐能力培養，多維促進實踐能力提升效果，促進實踐成果有效轉化。

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、培養目標

ⅡEducation Objectives

以鑄牢中華民族共同體意識為主線，落實立德樹人根本任務，培養德智體美勞全面發展，適應行業和經濟發展需要，掌握廣告專業知識與實踐技能，熟悉國家廣告政策與法規，具有廣告策略思維、營銷設計、品牌策劃傳播、視頻融合生產能力，能夠在媒體廣告部門、廣告公司、市場咨詢機構、政府部門、企事業單位、文化創意產業部門及其他相關機構，勝任廣告策劃設計、文案寫作、影視廣告創作、品牌推廣、數據統計與分析等相關工作的應用型人才。

本專業希望學生在畢業后五年能夠達到以下目標：

目標1.具有良好的思想政治品質和人文科學素養，具備社會主義核心價值觀，具有良好的思想道德品質和道德修養、健康的心理素質和身體素質。

目標2. 掌握扎實的新聞傳播理論和廣告創意傳達與品牌策劃傳播相關專業知識，熟知廣告創意、品牌管理與傳播、電腦圖文設計、市場營銷推廣、數據統計分析、廣告文案創作、公關策劃等廣告專業知識。

目標3.能夠適應移動互聯網、大數據、人工智能等信息技術的發展，熟悉并自覺遵守國家的法律法規，了解廣告行業現狀以及未來發展趨勢，能夠恪守廣告職業道德規范，履行廣告工作職責使命。

目標4.熱愛廣告行業，具備國際化視野，具有良好的語言文字表達能力和人際交往與溝通合作能力。

目標5.具備創新創業和終身學習能力，能通過自主學習和行業鍛煉，不斷更新和調整自身的核心知識和能力，適應職業發展和社會發展，在廣告行業相關領域保持職業競爭力。

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、畢業要求

Ⅲ Graduation Requirements

經過在校四年以上的系統專業學習，本專業畢業生需要達到以下知識，技能與素質要求:

1.理想信念：具有堅定正確的政治信念，堅決擁護中國共產黨的領導，以習近平新時代中國特色社會主義思想為指導，能自覺踐行社會主義核心價值觀，具有馬克思主義國家觀、歷史觀、民族觀、文化觀和宗教觀；

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：要求學生具備學科交叉意識以及學科融合思維，具備良好的哲學、歷史、經濟、文學、藝術等人文素養和社會科學的基本知識，并具備從事廣告活動應有的人文精神；

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.學科基礎知識：系統掌握傳播學、新聞學、廣播電視學、廣告學等學科基礎知識，建立良好的、基礎扎實的學科知識體系；

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.專業知識：具備廣告學專業的基本理論素質和品牌傳播、廣告創意傳達相關理論知識，了解專業理論前沿和行業發展現狀與趨勢；

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.問題分析與研究能力：掌握廣告行業調查研究的基本方法和技巧，具備初步的問題分析和研究能力，能運用本專業相關理論與知識，結合中國廣告實際分析研究行業廣告現象和廣告傳播實踐中出現的新問題；

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.專業技能與實踐能力：適應廣告行業發展要求，通過專業知識培養學生的專業技能，使學生具備與廣告行業和社會經濟文化發展變化相適應的廣告實踐技能，在實踐教學中培養學生良好的廣告創作能力，組織創作出符合客戶需求的廣告策劃方案、作品設計、視聽廣告產品與品牌策劃推廣方案，服務社會；

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：具備國際視野，具有較強的語言文字表達能力，就廣告領域問題與現象能夠與業界同行、社會公眾、廣告客戶進行有效溝通與交流；

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.終身學習：掌握創新與創業的基本理論和方法，能運用創新思維解決廣告實踐問題，培養具有創新、積極實踐和風險承擔意識的創業精神，形成自主學習意識和終身學習能力；

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.職業規范與團隊協作：具有法律素養和社會責任感，熟悉本專業領域法律、法規及相關政策，理解并遵守社會公德、廣告從業者的職業道德和職業規范；具有團隊協作意識，能夠在本學科及多學科團隊活動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：達到國家規定的大學生體質健康標準，具有健康的體魄和良好的心理素質。

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 畢業要求與培養目標對應關系矩陣

TableⅠCorresponding Relation of Graduation Requirements and Education Objectives

表2 畢業要求指標點

Table Ⅱ Index Point of Graduation Requirements

表3課程與畢業要求關聯矩陣

Table Ⅲ Corresponding Relation of Course and Graduation Requirements

注：表格要清晰真實每門課程與畢業要求達成的關聯度情況，關聯度強的用“H”(high)表示，關聯度中等的用“M”(medium)表示，關聯度弱的用“L”(low).表示。

比重：H：0.2， M：0.15，L：0.1

四、專業核心課程

Ⅳ Core Courses

傳播學概論、廣告學概論、廣告創意與策劃、廣告心理學、廣告史、數字廣告文案寫作、市場營銷學、統計與大數據分析、公共關系學、電腦圖文設計、品牌學概論、跨文化傳播。

五、主要實踐性環節

Ⅴ Main Internship and Practical Training

1.課程實踐：（1）課程內實踐，第1-7學期由授課教師在課程教學中依據課程教學大綱要求設計實施；（2）達芬奇剪輯師入門，第4學期指導完成。

2.畢業實習：畢業實習12周。

3.畢業設計：于第8學期進行為期12周的畢業設計。

六、學時與學分

Ⅵ Hours and Credits

表學時學分構成表

七、學制、學分要求與學位授予

Ⅶ Duration\Credit and Degree

（一）學制

基本學制為4年；學生可根據實際情況在3-6年內完成學業。

（二）學分要求

學生達到《國家學生體質健康標準》中對大學生的要求，在規定的修讀年限內，最低須修讀（148）學分，其中必修（103）學分，選修（45）學分，方可畢業。

1.通識教育：通識教育課程必修44學分，選修9學分。

2.專業教育：專業教育課程必修40學分，選修36學分。

3.集中性實踐教育：集中性實踐教育必修19分，其中達芬奇剪輯師入門必修3學分，專業實習實訓必修6學分，畢業設計必修6學分，視頻融合生產必修2學分，閱讀訓練必修2學分。

（三）學位

達到專業規定的最低學分要求，授予文學學士學位。

八、課程設置及教學進程表

 2024.1.30 2023版廣告學專業課程設置.xls