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Undergraduate Programs



The school currently provides three undergraduate programs, including Journalism, Advertising and Communication. These 4-year programs, mainly taught in Chinese, are research-oriented and at the same time highly value practical skills.



A. Journalism

In response to the development of digital information technology and the trend of media convergence, Journalism combines the scientific and technological advantages and research resources of SCUT to promote the interdisciplinary integration of journalism with computer science, software engineering, ethnology, and linguistics, and gradually establishes the sub-fields of data journalism, integrated media news, cross-cultural news and so on. This program emphasizes that students can use multiple media forms such as text, image, audio and video, and data to carry out creative news reports and storytelling, so as to achieve the goal of multiple abilities cultivating. At the same time, the program requires students to serve the construction of the “Guangdong-Hong Kong-Macao Greater Bay Area” and nation development with a spirit of responsibilities and international perspectives.

The duration of this program is four years, and 160 credits are required to be completed upon graduation, including 43 credits of General Basic Courses, 54 credits of Specialty Basic Courses, 35 credits of Elective Courses and 28 credits of Practice Training.

The Department of Journalismcurrently has 16 full-time teachers, including 8 professors, 3 associate professors and 5 lecturers. 81.25% of all faculty members have doctorate degrees. The research fields of full-time teachers include journalism, communication, literature and philosophy.



B. Communication

Adapting to the development of media technologies and relying on the multidisciplinary advantages of SCUT, Communication adheres to the concept of "interdisciplinary and cross-media integration,” and it is committed to training professional talents with well-rounded knowledge and international perspective. Currently, Communication has two concentrations: online communication and audio-visual communication. Students who choose online communication will gain knowledge of communication theories, research methods and professional techniques in the fields of Internet and new media, so that they can produce new media products to promote social development and solve public problems with theoretical foundations and rigorous methods. Students who choose audio-visual communication will learn theories about film and television culture and master practical skills of convergent media, so that they are capable of producing convergent media works.

Communication has also offered a dualdegreeprogram jointed with Missouri School of Journalism since 2012. Students of this program study in SCUT for the first two years and then shift to Missouri School of Journalism for the next two years. If they have met all requirements of both sides, they will get two degrees of Arts (from SCUT and Universityof Missouri respectively).

The undergraduate program in communication is a four-year program with 160 credits, including 43 credits of general basic courses, 54 credits of specialty basic courses, 35 credits of elective courses and 28 credits of practical training.

The Department of Communication has 21 full-time teachers, including 7 professors, 8 associate professors, 6 lecturers, and 86% of the faculty members have doctoral degrees. There are 2 doctoral supervisors, 1 faculty elected in the national key talent cultivation project, 1 "Young Cultural Talent" of Guangdong special support program, 2 teaching teams of Guangdong "Teaching Quality and Teaching Reform Project", and more than 20 off-campus supervisors.



C. Advertising

Advertising educates students in the principles and practice of brand communication. In 2017, The State Council set May 10th as the “China Brand Day,” together with the proposal of “Brand China,” emphasizing the importance of brand communication. Based on the advanced educational system and training feature of South China University of technology as well as resources of the Great Bay Area of Canton-Hong Kong-Macau, Advertising adapts to the requirements of the National Construction of New Arts, Humanities and Social Science, tries to responses promptly to new questions raised by the advertising industry.

By combining knowledge of brand communication with interdisciplinary knowledge of social sciences and sciences, this major focuses on knowledge innovation. It tries to take in information and data technologies, develop computing advertising, and promote the interdisciplinary development of big data, advertising creativity and brand marketing.

Students of this program will use research-based approaches with creative advertising executions and media planning. Students will be prepared for careers in political organizations, media organizations, corporations and nonprofit organizations.

Degree awarded: Bachelor of Arts

Duration: four years

Credits for graduation: 160 credits

Course Category

Requirement

Credits

Academic Hours

General Basic Courses

Compulsory

33

732

General

10

160

Specialty Basic Courses

Compulsory

54

960

Elective Courses

Elective

35

560

Total

132

2412

Practice Training (Weeks)

Compulsory

28

28

Credits Required for Graduation

132.0+28.0=160.0

The program is supported by the department of brand communication, with 9 full-time teachers, including two professors and six associate professors.

Name

Professional Title

Academic Degree

Academic Background

Duan Chunlin

Professor

Doctor

Enterprise Management, Brand Communication

Han Hongxing

Professor

Doctor

Communication, History of Communication

Fu Jia

Associate Professor

Doctor

Psychology, Brand Management

Liu Xiaoying

Associate Professor

Doctor

Enterprise Management, Brand Communication

Dai Shifu

Associate Professor

Doctor

Advertising, Communication

She Shihong

Associate Professor

Doctor

Advertising, Communication

Gao Hui

Associate Professor

Doctor

Enterprise Management, Marketing

Zhang Qingyuan

Associate Professor

Doctor

Communication, Public Relations

Jiao Wei

Lecturer

Master

Communication, Design