Introduction to undergraduate programs:

1. Major in Advertising(including the Advertising Excellence Class)

This program is focused on creative marketing in the new media era. This program provides students with theoretical and practical knowledge in advertising management, marketing, media communication, creative planning, advertising regulations, interactive design, and other relevant areas in the new media environment. Graduates from this program will have the ability to analyze social and market development trends scientifically, have a better understanding of consumer psychology and behaviors, possess skills in marketing planning and creative communication promotion, and be competent in market research, advertising planning and design, branding and development, media sales and purchasing, advertising monitoring, and management in the new media era.

(1) Digital Marketing Strategy:This is to cultivate professionals in marketing strategy planning, brand marketing and management, new media creative content production and communication, advertising strategy and execution, media purchasing, advertising monitoring, and effect evaluation.

(2) Creative Communication Design:This is to cultivate innovative talents in advertising creatives and expressions, integrated brand image design, creative web and new media visual design, interactive design, and other fields.

The Advertising Excellence Class aims to equip students with a standardized academic thinking and corresponding research methods through systematic study of classic literature, core theories, cutting-edge discoveries, and various social science research methods. Students will be able to conduct and successfully complete comprehensive social science research.

2. Major in Journalism

The objective of this program is to foster inventive journalists who display sound professional values, practical competence, a sense of social accountability, an aptitude for media convergence and advancement, and a global outlook.

Students are required to have a systematic comprehension of journalism and communication principles, media legislation, media technologies, and communication arts. They should exhibit knowledge that encompasses humanities and social sciences while having exceptional fluency in both Chinese and foreign language usage and well-versed computer proficiency. The program puts great emphasis on developing individuals’ ethical, intellectual, physical, aesthetic capabilities, collaborative mindset, and communication expertise. Graduates will be deemed apt for conventional and contemporary media news reporting and editing jobs, media management and operation, along with positions including spokespersons for governments and corporations, and public relations practitioners.

3. Major in Internet and New Media

This program is market-oriented, Internet-oriented, and oriented to the needs of urban transformation and development supported by high-tech technology, and aims to cultivate high-quality talents who possess an international perspective, forward-thinking attitude, and are skilled in new media content creation, product design and operation, big data analysis, possessing strong political acumen and innovative spirit.

(1) Internet Communication:In response to the rapidly evolving trends in the Internet and new media industries, this program takes the Internet and new media as the integration point, focusing on user research, product design, new media operation, data mining and other sectors, and organically combining content, market, and technology. The aim is to cultivate students’ logical thinking, practical skills and innovation consciousness, to establish a new media communication capability training system, and to form the core competitiveness of the profession.

(2) Audiovisual Communication:With the rapidly developing 5G era and Internet audiovisual industry trends in mind, this program integrates traditional radio and television industry and new media audiovisual industry resources. The focus is on Internet audiovisuals, image creativity, film and television promotion, operation management, and other core aspects. This aims to guide students in exploring the new formats and models of the Internet audiovisual and film and television industries. It starts with planning and creative abilities, production capabilities as the foundation, and full-industry-chain thinking as the guidance. Ultimately, this program aims to cultivate high-end talents who possess both theoretical knowledge and practical skills.