Advertising

1. Program Description

Nanjing Normal University set up the program of Advertising in 1999, which has become one of the core programs of the School of Journalism &Communication after nearly 20 years of exploration and development. The researches on public speaking, advertising culturology and Internet communication carried out by professional teachers are at the national advanced level. Because of abundant faculty, strong scientific research strength and first-class laboratory equipment, great achievements have been made in the program of Advertising.

In terms of hardware, the program has electronic editing lab, telephone survey lab, media data collection center, etc. In terms of teaching, the program of Advertising is committing itself to cultivation of Three in One excellent talents with knowledge, skills and healthy mentality, always puts innovation first, and explores the training mode suitable for advertising development in China through optimizing the curriculum and enhancing features. At the same time, the program of Advertising keeps close cooperation with 4A advertising companies and provincial media, and often invites industrial elites to hold lectures to broaden students’ knowledge and cultivate students’ role consciousness.

The program aims to cultivate professional advertising personnel for various advertising companies, advertising departments of various media, market research and information consulting industry, enterprises and public institutions, who are engaged in advertising management, planning, creativity, designing and producing, marketing planning, market research and analysis.

Basic requirements of personnel training are as below: Graduates should have broad professional knowledge in aspects of journalism &communication and public relations; be proficient at knowledge and skills of advertising, have a solid theoretical foundation and wide knowledge of humanities and social science; be skillful at social and market research, advertising design and production, marketing and code administration; master advertising operation; be competent at advertising planning, creativity and management.

At present, a large number of outstanding graduates become industry leaders and planning directors in Top 500 companies, international 4 a company's business elite, TV advertising backbone, witnessing advertising development in China.

2. Program Duration and Credit

This is a four-year undergraduate program. The program duration can be shortened or extended appropriately according to students actual conditions, at a minimum of three years and a maximum of seven years.

A total of 156 credits are required upon the completion of the program, including curriculums of general education of 49 credits, basic curriculums of 34 credits, essential curriculums of 43 credits and elective curriculums of 30 credits.

A student will be awarded with a bachelors degree of Arts after completing the courses stipulated in the program, namely, after he or she gets total credits according to theRegulations of the People's Republic of China on Academic Degrees and Regulations of Awarding the Bachelors Degree of Nanjing Normal University.

3. Curriculum

(1) Basic Curriculum (34 credits)

Course Code	Course	Does it belong to basic curriculum	Credit	Remark
100501142102	Modern and Contemporary Literature		3
100303142101	Introduction to Sociology		3
100503142101	Theory of Communication	Yes	3
101303142101	Photography Foundation		3	Including 1 practice credit
100503142102	Television Shooting and Editing		4	Including 1 practice credit
100503142204	Introduction to Advertising	Yes	3
100503142201	Public Relations	Yes	2
100503142213	Foundation of Fine Arts		3
100503142214	Marketing		3
100503142209	Advertising Psychology	Yes	3
100503142208	Advertising Market Survey		3

(2) Essential Curriculum (43 credits)

Course Code	Course	Does it belong to basic curriculum	Credit	Remark
100503143019	Graphic Design		3	Including 2 practice credits
100503143018	Advertising Copy	Yes	3
100503143017	Advertising Media Research	Yes	3
100503143021	3D Animation, Film and Television Special Effect		4	Including 2 practice credits
100503143032	Film and Television Advertising Creation	Yes	4	Including 2 practice credits
100503143016	Advertising Ethics	Yes	4
100503143003	Advertising Planning and Creativity	Yes	3	Including 1 practice credit
100503143023	Internet Communication Technology		2	Including 1 practice credit
100503143020	Corporate Identity System	Yes	3
100503143024	Bibliographic Retrieval and Thesis Supervision		2
100503143002	Graduation Practice		8	Practical curriculum
100503143001	Graduation Thesis (Design)		4	Practical curriculum

(3) Elective Curriculum (30 credits)

Course Code	Course	Credit	Remark
100503144025	Advertising Survey and Effect Determination	2
100503144033	Design color	2
100503144034	Design Sketch	2
100503144031	Brand Strategy	3
100503144052	Font and Logo Design	3	Practical curriculum
100503144028	Computer Aided Design	2	Including 1 practice credit
100503144003	Public Speech and Communication Strategy	3
100503144050	Appreciation of Chinese and Foreign Paintings	2
100503144040	Graphic Creative Design	2	Practical curriculum
100503144029	Customer Relationship Management	3
100503144032	Brand Package Design	4
100503144015	Page Layout	2	Practical curriculum
100503144046	Printing Design and Budget	2	Practical curriculum
100503144023	Advertising Operation and Management	3
100503144024	Advertising Photography	2	Including 1 practice credit
100503144026	Advertising Culturology	2

4. Core Courses and Introductions

100503142101  Theory of Communication  (3.00 cr.)

Prerequisites: Theory of Journalism

This course serves as an introductory course for students to gain an overview of communication theory and the history of communication study. The course, which represents a sampling of the outstanding breakthrough discoveries in mass communication research over the past six decades, introduces students to a broad range of issues concerning the role, effects and limitations of communication in modern society. Upon completion, students will have a full understanding of communication studies and communication theories, which can be implemented to explain practical communication phenomena and conduct communication researches.

100503142204  Introduction to Advertising  (3.00 cr.)

This course is a fundamental theory course for advertising, it focuses on the macro and micro levels, comprehensively introduces the definition, function, classification and construction of modern advertising, it also explains the basic theories of advertising creativity and the ways of its expression.

100503142201  Public Relations (2.00 cr.)

The Public Relations is a comprehensive science with strong application. It is based on the theories of Information Communication Science, Interpersonal Relationship and Management Science, also absorbs the latest research results of Advertising, Psychology, Marketing and Behavioral Science, etc.

This course mainly teaches the basic theories and practical skills of Public Relations, including the meanings, history, functions, compositions, working procedures of PR, and PR Practitioner’s quality and accomplishment, and also the application skills in business of PR.

100503142209  Advertisement Psychology (3.00 cr.)

Prerequisites:  Instruction of Advertising

This course is a required course for Advertising Major. It revealsthe psychological theory and skills in the process of advertising design, production and dissemination, explores the psychological characteristics and needs of the audience, introduces the value of advertising psychology in advertising, the mechanism and process of advertising psychology, the effect evaluation and other aspects, focuseson improving the basic psychological quality of advertisers in all media era.

100503143018  Advertising Copy (3.00 cr.)

This course is a professional required course for students in Advertising Major; it aims to help the students learnthe writing contents, features of advertising copy and master certain copy writing skills as soon as possible. The contents include:the writing features and strategies of copywriting, the relationship between creativity and advertising copy writing,the advertising copy writing and market research analysis.

100503143017  Advertising Media Research (3.00 cr.)

Prerequisites:  Advertising investigation and effect determination

100503143016  Advertising Ethics (3.00 cr.)

Advertising Ethics is a new emerging frontier subject in recent years. It is a research on the specific and practical ethical issues in the field of advertising.

This course mainly teaches the basic knowledge, theories and research methods of advertising ethics, analyzes the various forms of advertising ethics losses and discusses the ways to realize the advertising ethics in the field of advertising business.

100503143003  Advertising Planning and Creativity (3.00 cr.)

Prerequisites: Introduction to Advertising, Advertising Culturology

This course explains the relationships between the media and mass media, the expressions and its application of modern arts in detail through a lot of cases such as advertising, exhibition design, stage design, city planning, window design and cultural industry promotion to make students master the basic knowledge of modern advertising planning as well as the cultural project building and learn how to incorporate into the mass communication and business promotion.

This course is suitable for the students in Advertising, Culture Communication and Art Direction as a selective course to improve aesthetics capacity and develop advertising creativity.

100503143020   Corporate Identity System (3.00 cr.)

This course mainly teaching task is to make students correctly understand the connotation of corporate identity system strategy, to master the composition of the content and characteristics of CIS strategy and to make the students know how to follow the corporate image-planning program for corporate CIS planning tasks.