（1）Bachelor of Advertising（4-year Bachelor）
Our university's undergraduate major in advertising has been recruiting since 2008.Its predecessor was film and television advertising, which was established in 1993. In 2013 it was listed as a provincial key discipline in journalism and communication under the direction of advertising. In 2014 it was listed as a school-level major. In 2015, the professional team of advertising won the honorary title of Heroes' Post in Zhejiang Province.
At present,the advertising major has three flexible professional directions:“Film and Television Advertising”, “Advertising Planning”and“Strategic Communication”:
The “Advertising Planning” direction is committed to training and building capable of engaging in advertising management and planning, brand management, media operation management, and integrated marketing, comprehensive writing, customer service, media execution and other comprehensive talents in relevant government departments, enterprises and institutions, advertising companies, traditional media and new media industries, and other cultural and creative industries.
“Film and Television Advertising ” focuses on training and building specialized talents who are proficient in film and television advertising creativity and shooting production skills.
The direction of “strategic communication” is to cultivate advanced compound strategic communication talents who have solid and systematic strategic communication knowledge and skills, with good media communication skills and crisis handling capabilities, and be able to engage in some comprehensive affairs such as the formulation and implementation of communication strategies, information integration and marketing strategy for government departments, enterprises and institutions.
As a key school-level major, the advertising major has achieved outstanding results in professional construction, talent training, teacher team building, and student awards in recent years, ranking it among the best in the province. Advertising students have won national awards such as the National College Students Advertising Art Competition, Times Young Creative Awards and the Academy Awards, and other well-known events. It highlights the characteristics that the professional direction attaches importance to practice.
The core curriculum modules of the advertising major include:
First, professional basic courses: advertising general knowledge, introduction to advertising, Chinese and foreign advertising history, advertising marketing, advertising psychology, advertising image acquisition, software foundation of advertising design, etc .;
Second, major courses: advertising media strategy, advertising planning and creativity, advertising copywriting, new media advertising, advertising practice, etc .;
Third, professional course: (1) Advertising planning direction: advertising culture, advertising market survey and analysis, brand communication, advertising effect evaluation, introduction to media management, media event planning, etc .; (2) TV advertising direction: TV camera shooting basics , audiovisual language, film and television advertising director foundation, film and television advertising software foundation, film and television advertising post-production and synthesis, film and television advertising creation, etc .; (3) Public relations language art, modern strategic analysis, news speaker theory and practice, intercultural communication, public opinion monitoring and analysis, public relations activities planning, crisis management, public policy analysis, public relations practice.