Overview

This program is designed to cultivate high-quality, application-oriented professionals for the digital economy. We adopt an up-to-date curriculum featuring an "internationalized courses + data empowerment + industry orientation". Graduates will gain proficiency in data analytics to solve real-world marketing problems, data-driven mindset, and a broad international perspective.

Why Choose Marketing (Big Data Marketing Concentration)?

Strong Market Demand: There is a growing and significant demand in the job market for marketing professionals who can leverage data analytics for precision marketing.
Specialized Curriculum: Our forward-looking curriculum is specifically designed around big data marketing, equipping students with essential digital marketing literacy.
Diverse Teaching Methods: We employ a student-centered approach, utilizing a rich mix of lectures, seminars, study groups, flipped classrooms, and blended online-to-offline instruction.
High-Caliber Faculty: Our teaching team is highly qualified, with over 47% holding senior academic titles, more than 40% having international study experience, and over 50% being "dual-qualified" professionals with significant industry experience.
Industry-Relevant Education: Through deep industry-academia collaboration, academic salons, and inviting guest experts to co-teach, we provide students with opportunities to engage with companies and stay at the forefront of industry trends.

Program Snapshot

School School of Management
Study Mode Full-time
Program Length 4 years
Degree Bachelor’s Degree in Management

Knowledge & Skills

Upon graduation, students will have developed the following competencies:

Theoretical Foundation & Digital Proficiency: Acquire a comprehensive understanding of marketing theory and consumer behavior, building a strong foundation in instrumental knowledge, specialized coursework, and practical training. Develop essential digital skills for modern marketing scenarios and leadership capabilities.
Practical Marketing Execution: Demonstrate the ability to effectively plan and execute core marketing functions, including sales management, market promotion, creative campaign design, and customer relationship management.
Professional & Adaptive Soft Skills: Possess excellent foreign language skills for business contexts, alongside strong communication, teamwork, and adaptive learning abilities..
Data-Driven Problem Solving & Market Insight: Learn to analyze and solve business problems using qualitative and quantitative methods, including marketing models and big data technologies.
Strategic Acumen Develop a keen business sense, an international perspective, and the self-awareness to make informed career choices.

A Message from the Programme Leader

“The constant evolution of technology and the accelerating pace of digital transformation, coupled with the internet development, have fundamentally reshaped the field of digital marketing. Engaging with this programme will be a truly transformative experience.
Our dedicated academics, who have graduated from prestigious domestic and international institutions, alongside highly experienced industry practitioners, will guide students to explore the full dynamism of marketing and help them realise their professional dreams.”

Yan Chuangye

Curriculum Overview

First Academic Year

General Education Courses
Calculus II
Management
Micro-economics
Economic and Practical Essay Writing
Fundamentals of Business Analysis
Business Legal Environment
Linear AlgebraⅡ
Probability Theory and Mathematical StatisticsⅡ
Military Skill Training

Second Academic Year

Micro-economics
Quantitative Methods
Foundations of Accounting
Human Resources Management
Management Information System
Marketing
Marketing Research and Forecasting
Practice of Questionnaire Design and Analysis
Managerial Communication
Finance
New Media Marketing
Enterprise Operation Management
Cognitive Practice of Occupation
Application of Graphics and Image Processing
Cognitive Practice of Occupation
Practice of Ideological and Political Course

Third Academic Year

Big Data Marketing
Consumer Behavior
Integrated Marketing Communications
Application of Python in Business Analysis
E-commerce and Cyber Marketing
Retail Management
Sales and Negotiation
Logistics and Supply Chain Management
Service Marketing
Marketing Channels Management
Procurement Practice
Strategy Management
Practice of Business Process
ERP Simulation Game
Practice of Business Big Data Analysis

Fourth Academic Year

Labor Education Practice
Advanced Marketing Analysis
International Marketing
Marketing Industry Topics
Marketing Planning
Customer Relationship Management
Innovation and Entrepreneurship Practice
Graduation Field Work
Graduation Design(Thesis)

Graduates Development

Career Prospects

Graduates are well-equipped for roles in government departments, state-owned enterprises, and foreign-invested companies

Potential roles include:

Sales Management

Market Promotion

Creative Strategy and Planning

Market Research

Customer Relationship Management

Parts of representative enterprises:

CRRC Corporation Limited

Decathlon

Bank of China, China Construction Bank, Ping An Bank

China Resources Land, Poly Property

The People's Insurance Company of China (PICC)

Further study:

Graduates have an outstanding track record of pursuing Master's degrees at prestigious domestic and international universities , including Beihang University, China University of Petroleum, and Macao University of Science and Technology.