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1、广告经营与管理课程简介课程英文名Advertising Operation & Management课程代码S0503Z31学分2总学时 32+0 理论学时32实验/实践学时0先修课程无适用专业广告学内容简介 （中文）广告经营与管理是广告学专业的学科基础课。通过本课程的学习使本专业学生 系统掌握广告行业的经营与管理理论，熟悉行业发展趋势和管理概况，为成为一名 优秀的广告经营管理者打好理论基础。课程的主要内容是广告公司组织机构及定位、广告公司的营销组合、广告公司 的经营战略、经营模式与业务运作、广告公司的客户开发与管理、广告公司的人力 资源管理、广告公司的形象传播与品牌营销、企业广告经营与管理及
2、媒体广告经营 与管理。内容简介 （英文）Advertising Operation & Management is a professional basic course of advertising. By learning this course, students can master the management theory in advertising industry, be familiar with the development trends and the general situation of management in this industry, and form
3、 a good theoretical basis for being an excellent advertising manager.The main content of this course is the organization and positioning advertising companies; marketing mix of advertising companies; business strategy, business model and business operation of advertising companies; customer development and management of advertising companies; human resources management of advertising companies; image communication and brand marketing of advertising companies; management of enterprise advertisement and media advertisement.执笔人审定人制定时间2017年11月6日