Xiamen University is a pioneer in advertising education in China, having started in 1983. Our programme offers a comprehensive exploration of advertising, public relations, integrated marketing communications, branding, digital marketing, strategic communications, and event management.

Students gain hands-on experience through practical courses that simulate real-world scenarios and, when applicable, involve professional clients. They learn to combine critical and strategic thinking with research and creativity to deliver effective messages to targeted audiences on behalf of clients.

Every student has the opportunity to specialise in either the creative or account management side of the business after developing a strong foundation in both areas.

Our skills curriculum begins with broad training in mass communication and essential skills such as data analysis and visualisation. We believe our programme offers an unmatched blend of skills training, theoretical learning, and real-world practice.

As a result, our graduates leave as competent practitioners, critical thinkers, problem solvers, and innovators in the advertising industry.