Founded in 2008, the Advertising Program at Guangdong Pei Zheng College was approved to confer bachelor’s degrees in 2012. To date, the program has cultivated over 1,000 high-quality advertising professionals for the industry. Rooted in Guangdong and oriented toward the Greater Bay Area, the program embraces the development of new liberal arts and keeps pace with the frontiers of digital advertising and intelligent media. It focuses on core fields including brand planning, advertising creativity, new media operation, digital marketing and short video creation, aiming to cultivate comprehensive, application-oriented advertising talents with solid professional knowledge, proficient technical skills, outstanding creativity and robust practical capabilities.

1. Program Strength and Faculty Team

The program has 18 full-time and part-time teachers, who share professional course resources and practical training facilities with 14 faculty members from the Network and New Media Department. The faculty team comprises 4 teachers with senior professional titles, 5 PhD holders, 3 lecturers, 6 dual-qualified teachers and 4 domestic visiting scholars. Over 90% of the teachers possess frontline practical work experience at well-known domestic media organizations, new media platforms and reputable enterprises, ensuring that teaching content is closely aligned with industry practices and delivered through flexible teaching methods. The faculty has achieved fruitful teaching and research outcomes, presiding over a number of provincial-level research projects and winning dozens of honors at the provincial and university levels.

2. Talent Cultivation Model

Adhering to the Outcome-Based Education (OBE) philosophy, the program implements a talent cultivation model of “outcome priority and personalized teaching”, clarifying the competency requirements and achievement standards for each course. Guided by the full-industry-chain needs of advertisers, advertising agencies, media platforms and end users, it constructs a four-in-one cultivation system integrating theoretical teaching, project practice, competition training and platform operation. Upholding the principle of promoting teaching, learning and practical training through disciplinary competitions, the program realizes the cultivation goal of “turning classrooms into practice venues, assignments into creative works, and academic outcomes into publishable results”.

3. Program Features and Practical Platforms

Featuring strong practicality, innovative orientation and in-depth industry-education integration, the program has built a systematic integrated practical teaching system covering on-campus and off-campus platforms:

On-campus platforms: an integrated advertising media center, professional training classrooms, an advertising association, specialized project studios and student competition teams.

Off-campus platforms: 19 stable practical teaching bases for in-depth industry-university-research cooperation.

Real corporate projects are fully integrated into curriculum teaching, including the VI image upgrade project for Guangzhou Duoyi and short video creation projects for Gujing Gong Liquor. Students have accumulated a total of 170,000 RMB in corporate project bonuses through practical participation.

The program has successfully incubated two student studios: Unexpected Studio and Media Power Planet Studio. Student teams independently undertake real commercial projects such as brand promotion, short video production, integrated marketing and visual design. They have won numerous awards in provincial and national competitions including the National College Students’ Advertising Art Competition and successfully delivered a wide range of industry cooperation projects.

4. Core Curriculum System

Centered on core courses including Introduction to Advertising, Advertising Planning and Brand Operation and Management, the program offers a complete set of supporting courses covering New Media Advertising, Short Video Creation, AI + Visual Design, Data Insights and AI + Creative Production. The curriculum fully covers competency training from basic theoretical knowledge and creative execution to brand operation and comprehensive new media campaign planning.

5. Teaching Achievements and Competition Honors

The program has yielded remarkable achievements in practical teaching. Over the past three years, students have achieved outstanding results in major national and provincial competitions, winning hundreds of awards in total, with more than 1,000 competition entries submitted annually.

National College Students’ Advertising Art Competition: 67 awards in three consecutive years, including multiple national-level awards and provincial first, second and third prizes.

China College Students’ Advertising Art Festival Academy Awards: 602 cumulative awards, including numerous gold awards and various tiered honors.

Guangdong-Hong Kong-Macao Greater Bay Area College Students’ Creative Festival: multiple gold, silver and bronze awards, as well as the title of Best Organizing Institution.

Students have also obtained top honors in a series of high-level competitions, including the National Market Research and Analysis Competition, National Live Streaming Competition and Provincial Writing Competition. Many faculty members have been awarded the title of Provincial Outstanding Instructor.

6. Employment and Development Paths

Graduates are competent to work in advertising agencies, new media enterprises, brand enterprises, media institutions, internet platforms, as well as publicity departments of enterprises and public institutions. They can engage in positions such as brand planning, creative design, new media operation, short video directing, content creation, marketing promotion and brand management. In addition to employment, graduates can pursue further academic studies, with a postgraduate admission rate of approximately 5% over the past three years. Many outstanding graduates have been admitted to prestigious domestic and international universities. Moving forward, the program will further advance digital transformation, industry-education integration and interdisciplinary innovation, striving to build a high-end advertising talent training base distinguished by Greater Bay Area characteristics, high industry recognition and excellent graduate employability.

7. Advertising Program: Unexpected Studio

Founded in November 2025, Unexpected Studio is a key student innovation and entrepreneurship practice platform incubated by the Advertising Program of Guangdong Pei Zheng College. Guided by the program’s educational philosophy of emphasizing practicality, innovation and in-depth industry integration, the studio was jointly established by outstanding faculty and students majoring in Advertising. It specializes in core services including brand promotion, short video creation, integrated marketing and visual design, serving as a crucial bridge connecting campus theoretical education with real-world industry practice.

Dedicated to full-process advertising practical training, the studio adheres to the motto of “Boundless Creativity, Action Speaks Louder”. It integrates classroom theoretical knowledge with authentic commercial projects. Since its founding, the studio has continuously undertaken various corporate commissioned projects. Notably, it won second and third prizes in the Gujing Gong Liquor Short Video Creation Competition, as well as first, second and third prizes in the National Business Elite Challenge, earning widespread recognition and praise from industry clients for its outstanding practical achievements.

The studio consists of 55 outstanding undergraduate students, gathering professional talents in brand planning, copywriting creativity, short video directing, visual design and new media operation. Supported by on-campus resources including the Integrated Advertising Media Center and professional training rooms, as well as 19 off-campus industry-university-research cooperation bases, the studio has successfully delivered numerous practical projects covering live streaming operation, AI-assisted short video production, commercial photography and official WeChat public account operation and management. Its comprehensive practical capabilities and creative standards rank among the top of peer student teams in the industry.

As a core practical training base for talent cultivation of the Advertising Program, Unexpected Studio keeps pace with the developmental frontiers of digital advertising and intelligent media. It is committed to cultivating comprehensive advertising talents with innovative thinking, proficient technical skills and professional commercial vision, delivering dynamic, professional and innovative young creative talents to the advertising industry.

Debut Live Stream of "Calm Moment" Kung Fu Tea by Unexpected Studio

 

8. Competition-Based Training and Achievements of the Advertising Program

The Advertising Program upholds the educational philosophy of promoting teaching, learning and practical training through competitions, integrating disciplinary competitions into the entire talent cultivation process. Supported by curriculum teaching, two on-campus student studios (Media Power Planet Studio and Unexpected Studio), and authentic corporate projects, the program has established an integrated training model of “classroom learning + practical training + disciplinary competitions” with remarkable educational outcomes.

Over the past three years (2023–2025), the program has achieved fruitful competition results, accumulating more than 70 national awards and over 600 provincial-level awards, with over 1,000 competition entries submitted annually. Representative achievements include 67 awards from the National College Students’ Advertising Art Competition and 602 awards from the China College Students’ Advertising Art Festival Academy Awards. The program has won national first and second prizes in the Gujing Gong Liquor Short Video Creation Competition, with faculty and students earning a total of 170,000 RMB in project bonuses. Additional accolades have been secured from the National Market Research Competition, National Business Elite Challenge, and Guangdong-Hong Kong-Macao Greater Bay Area Creative Festival, among other high-profile events.

The competition-driven training mechanism has delivered outstanding educational effects. Students’ practical competencies and creative thinking have been significantly enhanced, enabling the two student studios to independently undertake diverse commercial projects. Numerous faculty members have been titled Provincial Outstanding Instructors, which further advances curriculum teaching reform. Graduates’ solid practical capabilities are widely recognized by the industry. The program maintains an employment rate of over 90%, continuously delivering high-quality application-oriented advertising talents for the development of the Greater Bay Area.