and the "China Education Modernization 2035",fully implement the spirit of the National Undergraduate Education Work Conference in the New Era,and realize the full education and all-round education.With ideological and political work running through the entire process of education and teaching, colleges and universities shoulder the major task of studying,researching and propagating Marxism,and should be at the forefront of theoretical innovation.Party building work in colleges and universities must focus on the fundamental task of establishing morality and fostering people,earnestly strengthen the education of socialist core values,and strive to become the vanguard of the times led by social values.Writing academic papers is a very important teaching link in the undergraduate professional teaching plan of advertising planning and management.It is a training and improvement of students'information ability,comprehensive ability and creative ability, and it is also an excellent opportunity to exercise students'writing ability.Academic year essays are required to complete a review essay through the organization,synthesis and evaluation of published materials under the guidance of the teacher.Individual students who are really capable can also write standardized and empirical academic year essays with the consent of the instructor.On the basis of learning professional basic courses,students can further master and understand the writing requirements and research ideas of academic papers in practice. 三、课程性质与教学目的 课程性质： 必修课 教学目的 实践学生所学的基础知识和基本技能：培养学生发现问题、收集资料、分析问题and the "China Education Modernization 2035", fully implement the spirit of the National Undergraduate Education Work Conference in the New Era, and realize the full education and all-round education.With ideological and political work running through the entire process of education and teaching, colleges and universities shoulder the major task of studying, researching and propagating Marxism, and should be at the forefront of theoretical innovation.Party building work in colleges and universities must focus on the fundamental task of establishing morality and fostering people, earnestly strengthen the education of socialist core values, and strive to become the vanguard of the times led by social values.Writing academic papers is a very important teaching link in the undergraduate professional teaching plan of advertising planning and management. It is a training and improvement of students' information ability, comprehensive ability and creative ability, and it is also an excellent opportunity to exercise students' writing ability.Academic year essays are required to complete a review essay through the organization, synthesis and evaluation of published materials under the guidance of the teacher. Individual students who are really capable can also write standardized and empirical academic year essays with the consent of the instructor.On the basis of learning professional basic courses, students can further master and understand the writing requirements and research ideas of academic papers in practice. 三、课程性质与教学目的 课程性质： 必修课 教学目的： 实践学生所学的基础知识和基本技能；培养学生发现问题、收集资料、分析问题