On March 21, 2026, the Symposium on AI Marketing Communication and Innovation in Advertising Education, alongside the Launch Ceremony of the 2026 Creative Communication Management Education Innovation Program, was held at the Second Teaching Building of Peking University.
The 2026 Creative Communication Management Education Innovation Program was initiated by the School of Journalism and Communication at Peking University, with joint participation from Renmin University of China, Minzu University of China, Beijing Technology and Business University, and Capital University of Economics and Business. The program has received strong support from ByteDance Philanthropy, CapCut, Dreamina AI, ByteDance Employee Volunteer Program, and the PKU-Pou Chen Cross-Strait Youth Development Fund. Faculty members, students, and representatives from participating universities and partner organizations gathered at Peking University to jointly launch this year’s program.
The theme of the 2026 practice-based teaching project is rural aesthetic education. Students from the five universities will participate in a shared course on creative communication management, where they will acquire theoretical knowledge and practical skills in AI tools and digital marketing communication. Supported by ByteDance Philanthropy, students will engage in public-interest promotion and fundraising for four rural aesthetic education initiatives: Art Classrooms in the Mountains (Guizhou Love for Qian Action Public Service Center), Sunshine Future for Children’s Aesthetic Education (Beijing Sunshine Future Art Education Foundation), Lighting Musical Dreams for Rural Children (Shenzhen One Foundation), and Children Who Write Poetry (Shiguang Four Seasons Poetry Youth Service Center, Chenggong District, Kunming).
Group Photo of Attending Guests
The opening ceremony was hosted by Chen Kaihe, Vice Chair and Professor of the School of Journalism and Communication at Peking University. Opening remarks were delivered by Song Xin, Deputy Director of the Provost‘s Office, Peking University; Luo Haiyue, Head of ByteDance Philanthropy Platform; Yang Xianwei, Deputy Secretary-General of the Guizhou Love for Qian Action Public Service Center; Wang Shuliang, Professor and Director of the Department of Advertising and Media Economics at Renmin University of China; and Chen Gang, Chair of the School of Journalism and Communication at Peking University and initiator of the program.
Following the opening remarks, representatives from the four public welfare projects—Yang Xianwei (Art Classrooms in the Mountains), Chen Anxin (Sunshine Future for Children’s Aesthetic Education), Guo Zizhou (Lighting Musical Dreams for Rural Children), and Liu Huan (Children Who Write Poetry)—introduced their respective projects. They elaborated on project themes, development trajectories, communication needs, and creative directions, helping students recognize that public welfare is not merely one-way altruistic giving, but a form of social action that combines warmth, professionalism, and responsibility.
In the afternoon, experts from Peking University, Renmin University of China, Minzu University of China, Beijing Technology and Business University, and Capital University of Economics and Business, together with representatives from ByteDance Philanthropy, Shenzhen One Foundation, Guizhou Love for Qian Action Public Service Center, Shiguang Siji Poetry Youth Service Center, and Beijing Sunshine Future for Art Education Foundation, engaged in in-depth discussions on topics such as artificial intelligence, talent cultivation, philanthropy, and aesthetic education. Key issues addressed included enhancing students’ comprehensive competencies, highlighting the social value of academic disciplines, broadening life perspectives, empowering education through AI technologies, and integrating university curricula with public service practice to cultivate interdisciplinary talents equipped with both technical expertise and humanistic concern.
Meanwhile, four parallel sessions on Creative Methods and Approaches were conducted for new students, each centered on a specific public welfare project. Four creative mentors—Mo Kangsun (Founder/CEO of MATCH MaMaYe), Long Jieqi (Founder & CCO of TOPic & Loong), Tang Shenghan (Head of Pace Design), and Xue Zhentian (Chief Creative Officer of Deshe Technology)—delivered lectures on creative logic in public service advertising, media expression, and AI-enabled communication strategies.
Group Photo of the Event
Against the backdrop of accelerating efforts to build a culturally strong nation, the School of Journalism and Communication at Peking University continues to advance the integration of AI empowerment and public-interest communication, while adhering to the fundamental goal of education for social responsibility. The 2026 Creative Communication Management Education Innovation Program, centered on rural aesthetic education, represents a new exploration. A total of 202 undergraduate students from five universities will, over the next three months, jointly study theories and methods of digital platform marketing, apply AI tools, and engage in practice-based learning that integrates ideological and political education with professional training. Through active participation in rural aesthetic education projects and public welfare services, the program aims to promote education through aesthetics, convey values through benevolence, and contribute youthful insight and disciplinary strength to the development of China’s cultural sector.
