The Advertising major (undergraduate) was founded in 2006. Advertising (design and production) was launched in 2012. In 2019, it was rated as a key continuing education major in Beijing colleges and universities, and is a key subject supported by the Beijing Municipal Government and the OUC.
Professional training goals: This major is designed to cultivate professionals with a passionate dedication to their socialist motherland. It is hoped that these professionals will be able to adapt to the needs of socialist market economy development, and have strong all-round moral, intellectual, physical, and artistic development. They should have a high level of ideological and political awareness, moral quality, and cultural literacy, and have a strong capacity for innovation. They should be familiar with the basic theories and operating procedures of modern advertising and have mastered basic skills in advertising planning, creativity, and marketing communication so that they can make practical contributions to the fields of advertising, planning and creativity, marketing, brand communication, and public relations in advertising companies, media agencies, Internet companies, publishing agencies, governments/enterprises, and other cultural and creative industries institutions. After graduating from this major, those who meet the requirements can obtain a bachelor of arts degree from the OUC.
Main courses: Advertising Design, Advertising Planning, Advertising Creativity and Performance, Advertising Psychology, Advertising Regulations and Management, History of Chinese and Foreign Advertising, New Media Advertising, and Brand Competition Strategies.
Length of study: Two years. The longest study time is eight years, and the minimum study time is two and a half years.
- Famous professors and experts lead the construction of the major and the curriculum in order to create high-quality teaching contents. Advertising was originally founded with the help of the China Advertising Association. Since its founding, it has extensively integrated teaching resources from many famous universities, including Peking University, Tsinghua University, Renmin University, Wuhan University, Xiamen University, Communication University of China, the Chinese Academy of Sciences, and Beijing Technology and Business University. A number of famous Chinese experts and scholars, including Ding Junjie, Ma Mouchao, Chen Pei'ai, Zhang Jinhai, Ni Ning, Li Bin, Peng Jixiang, and Dong Lijin, have been engaged as chief editors and lecturers. The History of Chinese and Foreign Advertising course was rated as a national-level premium resource sharing course. Courses such as Advertising Creativity and Performance and Advertising Psychology were rated as outstanding courses.
- The organisation of the curriculum and teaching content has a strong professional orientation and is of great practicality. The Advertising major adheres to the concept of integration of both junior college and undergraduate elements. The leading majors for junior college students are Advertisement Design and Production and Communication and Planning. The leading basic courses include Introduction to Advertising, Advertising Copywriting, Sketching, and Computer Graphic Design. The undergraduate courses further develop the junior college courses, covering a wider scope of information to meet the needs of a wider range of jobs. In order to adapt to the demands of new media communication professionals in the digital era, the teaching content of this major is continuously updated.
- All compulsory professional courses are evaluated based on formative assessments, focusing on the evaluation of daily learning behaviours and practical ability.
- All compulsory courses can be accessed online. All learning behaviours can be completed online, helping students to balance work and study.
Employment destinations of graduates: Graduates should be able to engage in job functions such as advertising, planning and creativity, marketing, brand communication, public relations, and new media operation in advertising companies, media agencies, Internet new media companies, public relations companies, publishing agencies, governments/enterprises and institutions, and cultural/creative and communication companies.