Program Orientation
Anchored in China’s national big data strategy, this program features “Precision Marketing Powered by Big Data”. It is committed to cultivating high-quality, application-oriented professionals who are innovative, emotionally intelligent, resilient, and culturally literate—capable of identifying, analyzing, and solving real-world marketing problems.
Historical Development
The Marketing program was established in 1999, initially offering a three-year college diploma. Undergraduate enrollment began in 2001.
§In 1998, the university was approved to confer a master’s degree in Business Management (Enterprise Management).
§In 2006, it gained the right to offer a master’s degree in Business Administration (MBA approved in 2009).
§In the most recent national subject evaluation, the Business Administration discipline was rated C+.
Distinctive Features
§Interdisciplinary Talent Development:
The program integrates big data marketing theory with current digital and smart technologies. It leverages interdisciplinary education, competition-based learning, and deep industry-academia cooperation to cultivate compound marketing talent needed in the emerging business era.§Practice-Oriented Teaching in New Media Marketing:
Relying on the New Media Marketing Studio, students engage in hands-on projects and innovation competitions. This fosters their ability to apply theoretical knowledge to practice and strengthens their forward-thinking, systemic thinking, teamwork, and communication skills.§Integrated Mentorship by Faculty Teams:
With a favorable student–faculty ratio, the program has built responsibility teams at the discipline, major, and course levels. These teams offer support for students’ ideological development, academic progress, and career planning through collaborative mentoring.
Graduate Prospects
Graduates of this program are highly competitive in the job market.
§Employment: For example, among the 2018 cohort, 14% were hired by Fortune 500 companies, and over 10% joined industry leaders such as Deppon Logistics, Weichai Power, Huaxia Insurance, Hikvision, ENN Group, and Red Star Macalline. Approximately 70% work in large and medium-sized enterprises.
§Further Study: Nearly 20% pursue postgraduate education, including at top domestic institutions such as Peking University, Shandong University, and Central University of Finance and Economics.
Additionally, 9% go abroad to study at prestigious business schools such as the University of Melbourne, University of Leeds, and Bayes Business School (formerly Cass).
