1. Foreword

In the digital economy era, the rapid advancement of information technologies has profoundly transformed interactions between enterprises and consumers. Traditional marketing approaches are increasingly replaced by digital technologies such as the internet, mobile devices, big data, artificial intelligence, and social media. Consumers now rely heavily on online information for purchasing decisions. To enhance market competitiveness and brand influence, companies must adopt data-driven strategies and multichannel marketing approaches to attract and retain customers.

Digital marketing has become a core tool across industries, enabling firms to reach target audiences through search engine optimization, social media campaigns, content marketing, email marketing, and analytics. The integration of big data, artificial intelligence, and machine learning has made data-driven marketing strategies essential to gaining a competitive edge. These changes have fueled rising demand for digital marketing professionals, especially under the broader digital transformation agenda.

To address national digital economy strategies and corporate transformation needs, China University of Petroleum (East China) has established the Micro-credential Program in Digital Marketing, aiming to cultivate skilled and innovative professionals equipped to meet enterprise digital transformation demands and support regional economic and social development.

2. Program Overview

(1) General Introduction

This micro-credential program is based in the School of Economics and Management, leveraging first-class undergraduate programs in Marketing and Information Management & Information Systems. It is closely aligned with China’s national digital economy strategies and enterprise transformation requirements. The curriculum emphasizes the practical application of digital technologies—such as new media, big data analytics, and AI—in marketing. With a cross-disciplinary structure integrating “management + data + technology,” the program aims to train high-caliber digital talent for the future marketing ecosystem, emphasizing interdisciplinary knowledge, practical orientation, and platform-based thinking.

(2) Faculty and Educational Resources

² Teaching Team: The program is supported by 23 faculty members, including 5 professors and 11 associate professors, with 19 holding doctoral degrees. Faculty possess multidisciplinary backgrounds in business administration, management science and engineering, and information management. They bring rich experience in marketing, HR, consumer behavior, and market research, spanning teaching, research, and practice.

² Supporting Platforms: The program draws on national and provincial-level recognized academic platforms and specialty programs. Faculty have received a Second Prize in the National University Teaching Innovation Competition and a First Prize in the Shandong Social Science Achievement Awards. Over 20 research and consulting projects have been completed for national, provincial, and corporate entities. Students trained by the program have won numerous awards in national competitions such as “Challenge Cup” and “Internet+.”

(3) Career Fields and Directions

Graduates can pursue careers in retail, manufacturing, finance, internet, tourism, advertising, and other sectors, taking roles in market research, marketing strategy, data analytics, content creation, big data marketing, and new media operations. Rapid growth in sectors like short video, livestream e-commerce, and social platforms has created expanded opportunities for digital marketers.

Typical career paths include:

  Digital Marketing Strategy: Designing digital strategies based on market research and analytics. Planning integrated online/offline campaigns, including branding, product marketing, and user engagement.

  Data-Driven Marketing: Utilizing data tools to analyze customer behavior and market trends, enabling precise targeting and optimization of marketing strategies to enhance conversion and retention.

  Social Media Marketing: Managing corporate social accounts—content planning, publishing, and engagement. Creating compelling multimedia content to grow audiences and enhance brand value, supported by targeted advertising.

  E-Commerce Operations: Running online stores, promoting products, and managing users on platforms. Responsibilities include ad placements, UI optimization, pricing strategies, and conversion improvement through analytics.

(4) Future Prospects

With accelerated internet penetration and corporate digitalization, industries like internet, e-commerce, finance, and education are all embracing digital marketing to adapt to changing consumer behavior and market demands. Yet, a significant talent gap persists. According to the 2024 China Digital Marketing Talent Development Report, over 75% of enterprises face a shortage of qualified digital marketers. Over the next 5–10 years, the sector is expected to see explosive demand growth—exceeding 2 million professionals—driven by AI and big data innovation. Both traditional and emerging firms urgently need experts in digital strategy, data analysis, and media operations, making digital marketing one of the most competitive career tracks.

3. Program Objectives

Guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, this program adheres to the educational philosophy of “mission-driven, curiosity-inspired, interest-cultivated, holistic development,” and promotes the values of patriotism, resilience, integrity, and excellence. In line with national digital development strategies, the program is built on the principles of “strong foundations and specialized expertise” and “management as structure, data as function.”

Integrating disciplines like marketing, data science, and computer science, the curriculum centers on innovative applications of big data and AI in marketing. The program aims to produce interdisciplinary talent with a solid grasp of digital marketing theory, commercial insight, and data analysis capabilities—capable of solving complex market decision problems in enterprise environments.

4. Curriculum Structure

Focusing on areas such as Digital Marketing, Big Data and Artificial Intelligence, the micro-credential program integrates interdisciplinary courses that combine theoretical learning with practical innovation skills. A total of 8 core courses (16 credits) are offered:

Table 1. Course Descriptions for the Digital Marketing (Micro-credential) Program

5. Teaching Arrangement

(1) Class Formation

In principle, courses will be organized in separately assigned classes. According to the university’s micro-credential management guidelines, students admitted to the program will be added to designated course enrollment lists, and are expected to attend classes based on the official schedule.

(2) Course Arrangement and Timetable

Please refer to Table 2 for the list of courses and respective teaching times.

Table 2. Digital Marketing (Micro-credential) Curriculum and Teaching Schedule.

6. Tuition

Tuition will be charged in accordance with the university’s relevant regulations.

7. Duration, Assessment, and Certificate

(1) Grades: Course grades for the micro-credential program are managed by the School of Economics and Management. They will be recorded on the transcript under the designation “Micro-credential” and will not be included in the calculation of the overall GPA.

(2) Program Duration: The standard duration is two academic years (four semesters, including summer terms), with a maximum completion period of three years.

(3) Assessment and Certificate: Students who complete all required courses and credits specified in the program curriculum prior to graduation from their primary major will be awarded a “Digital Marketing” micro-credential certificate by the university. Students who do not meet the credit requirements of the program may have the completed courses counted as elective credits under general education.

8. Eligibility and Admission Requirements

（1）Eligible Students: First- and second-year undergraduate students from all majors (excluding Marketing) who maintain good academic standing, have spare capacity for additional coursework, have no outstanding course credits, and meet the program's enrollment criteria. The intended enrollment is 50 students (subject to adjustment based on actual applications).

（2）Program Requirements: Open to undergraduate students from all majors who demonstrate a strong interest in marketing, e-commerce, and social media marketing, and who possess a solid foundation in mathematics and basic proficiency in English reading and writing.

9. Application and Selection Process

Applications will be submitted in accordance with the university’s unified procedures. The selection process is as follows:

(1) Application Procedure: 

Students apply voluntarily by submitting an application form along with supporting documents.

(2) Selection Process:

Basic Principles: Applicants must demonstrate good moral character and comply with university regulations. Selection is based on merit.

Specific Procedures: The School will form an expert review panel to develop evaluation criteria. The panel will assess candidates based on their moral conduct, academic interests, academic performance, innovation capacity, and research potential. Experts will independently score each component anonymously. Final admission will be determined by ranking applicants according to their total scores.

10. Contact Information

Micro-credential Program Admissions Office

Tel: 0532-86983291

QQ: 373395623