Advertising
本课程全面介绍广告行业的理论与实践，涵盖广告发展历程、行业结构、运作流程和创意策略。学生将学习消费者行为分析、市场细分、品牌定位、广告策划、创意表现、媒介策略、效果评估等核心内容，了解电视、广播、平面、户外、数字等各类媒体的广告特点。课程结合经典案例和行业最新动态，培养学生的广告创意能力和策略思维，为从事广告相关工作奠定基础。
This comprehensive course introduces advertising theory and practice, covering industry history, structure, operational processes, and creative strategy. Students study consumer behavior analysis, market segmentation, brand positioning, advertising planning, creative execution, media strategy, and effectiveness measurement across TV, radio, print, outdoor, and digital media. Classic cases and industry trends develop creative abilities and strategic thinking for advertising careers.
学生以小组为单位，为一个真实品牌或产品设计一套完整的整合营销传播广告策划案。内容包括：市场分析、竞争对手研究、目标消费者画像、品牌定位与核心诉求、广告创意概念与表现策略、媒介组合方案（含传统媒体和数字媒体）、预算分配、投放排期和效果评估方法。需提交完整策划书并设计3张平面广告或1支30秒视频广告脚本，最后进行创意提案。
Student teams design a complete integrated marketing communication advertising campaign for a real brand or product. Content includes market analysis, competitor research, target consumer profile, brand positioning and core message, creative concept and execution strategy, media mix plan (traditional and digital), budget allocation, media schedule, and evaluation methods. Deliverables include a full plan, three print ads or a 30-second video script, and a creative pitch.