Curriculum for Marketing (International Student)


1.Objectives, Outcomes and Requirements


The program focuses on developing skills, knowledge and practices that are linked to industry expectations. The core and elective marketing courses help to develop an understanding of key concepts underlying marketing practices, while acquiring the skills necessary to embark on professional marketing careers by examining case studies, and through opportunities to work in industry or on real industry-based projects. The four-year program combines core business studies with specialist marketing courses and the option to choose additional sequences of study, including advanced specializations in marketing, and courses in other businesses or related disciplines.


lTo equip students with management, economics and marketing knowledge by application-oriented teaching at an internationally competitive level;

lTo prepare students to adapt to and contribute to various working environments in China and the global market;

lTo enable students to integrate marketing knowledge and broader skills to solve real-life marketing problems or companies;

lTo develop students’ creative thinking, critical thinking and analytical ability;

lTo enhance students’ language and communication skills;

lTo develop students’ leadership and teamwork ability;

lTo develop students into professionals with inquiring minds, independent thinking, positive work attitudes and self-confidence.


Graduates of this major should acquire knowledge and skills in the following aspects:

lDemonstrating key knowledge and skills in business and marketing specific disciplines

lApplying analytical skills to marketing problem-solving

lAttaining personal and team goals using individual and interpersonal skills

lDemonstrating awareness of ethical and global issues in marketing

lAnalyzing consumer behavior and the purchasing decision making process, and marketing assets and capabilities

lFormulating marketing strategies

lDesigning marketing activities for the marketplaces

2.Graduation Requirements

Normal Period of Study: 4-6years  

Degree: Bachelor of Marketing

Credits: 135 (See attached table 1)

3.Student Learning Outcomes

This program is commitment to offering a practical, industry-connected education. It also ensures students are up to speed with current and emerging industry trends.

lBroad Professional Development.

To meet rising global challenges, this program is designed to provide students with the knowledge, skills, responsibility and ability to integrate their major and other disciplines to solve complex real world problems. Among the other disciplines incorporated into the course of study are economics, economic law, management, accounting and mathematics. Students are acquainted with fundamental concepts, basic skills and knowledge which will provide for a broader range of choices for further academic study and/or business careers.

lFlexible academic structure

Working with our professional teaching staff, students are encouraged to select courses to match their own learning pace. Once the students have completed the required courses, the requisite number of elective course and a thesis, they will receive their bachelor degree. This grants a level of flexibility on the amount of time required for completion of the program.

lInternational Perspective

The program’s curriculum represents a unique educational perspective that combines the best of both Eastern and Western educational philosophies. This perspective emphasizes practical learning. Additionally, this puts the program and its students on the cutting edge of international marketing theory with an emphasis on the issues of globalization, localization and international competition. There is a focus on issues on the challenges of doing business in China. In-class activities include discussions, student presentations and real-world case studies.

lPractical Orientation

This program combines training courses with theory-based courses. It not only gives students a solid grounding in theoretical knowledge but also gives them practical experience and demonstrates how companies manage their marketing strategies in the real-world.

4.Course Requirements (See attached Table 1)

5.Curriculum System Configuration Flow Chart(See attached Table 2)

6.  Process Table of Teaching Plan(See attached Table 3)