Having followed this course, students should understand the marketing process , communication theory and basic principles of advertising. They should make an understanding of how to make an effective advertising plan.

• 通过本课程的学习，学生能够掌握广告的基本原理，了解广告学理论与市场营销和传播理论的关联性，同时对于广告运作的基本流程有所了解。