Guiding Cultivation Plan for the Marketing Major 2018

Major Code: 120202

Drafter: Fan Zhiyong           Reviewer: Fan Zhiyong and Guo Yongqi

I. Cultivation Objectives

The Marketing major aims to cultivate individuals who practice the core socialist values, possess a sense of social responsibility, professional ethics, and innovation spirit, adapt to the needs of social and economic development, integrate humanistic spirit with scientific literacy, and master modern marketing management, economic management theories and methods, as well as knowledge and skills in economics, law, and computer science. Graduates will be equipped with internet thinking, innovative awareness, teamwork spirit, and skills in marketing planning, market research, business communication, online marketing, operations management, and sales management. They will be able to work in marketing management, market development, marketing strategy planning, internet marketing, and the organization and implementation of marketing activities in various enterprises, institutions, and administrative departments as applied and composite talents.

Our Marketing major is divided into two directions: Marketing Management and Planning, and Internet Marketing.

(1) Marketing Management and Planning Direction

Objectives of Cultivation

Focusing on training master marketing planning professional skills, for all kinds of enterprises and institutions and other economic organizations with marketing management and marketing planning capabilities of application-oriented senior professionals. Graduates can undertake market research, marketing planning, market development, sales and service, brand management, logistics management, customer relationship management, and other marketing management and planning tasks in manufacturing, retail, consulting, e-commerce companies, and government departments.

(2) Internet Marketing Direction

Objectives of Cultivation

Focusing on cultivating professional skills of network marketing, and training application-oriented senior professionals with network marketing work and the ability to solve practical problems of Internet marketing for various enterprises and public institutions and other economic organizations. Graduates can work in online market research, website promotion, online store operation, membership marketing, mobile marketing, and other related fields.

2. Objectives to be achieved by students five years after graduation

Objective 1: To have good personal qualities, professional ethics, and a sense of social responsibility, and high professional quality.

Objective 2: To master modern economic management theories and management methods, comprehensively use marketing management, marketing planning, network marketing and other aspects of knowledge, grasp the development of marketing professional status and frontier trends.

Objective 3: To engage in marketing program design, organization and management and other professional technical work, with the ability to analyze and solve practical problems in marketing and Internet marketing.

Objective 4: To possess competitiveness in the marketing industry with strong marketing planning and execution abilities, as well as excellent communication, teamwork, and management decision-making skills, and become the backbone of the enterprise or department.

Objective 5: To adapt to social development, possess entrepreneurial spirit and ability, as well as the ability for lifelong learning and self-improvement.

II. Academic Requirements for Program Completion

(1) Program duration

Flexible academic period, generally 4 years, with a flexible range of no less than 3 years and no more than 7 years. Students who complete the required courses and credit requirements stipulated in the relevant major training programs and pass the assessments will be allowed to graduate. Those who meet the specified conditions will be awarded a Bachelor's Degree in Management.

(2) Graduation Credit Requirements

Students are required to complete the required credits of compulsory courses, elective courses, and all practical teaching links. They must pass the graduation thesis defense and obtain a total of 160 credits to be allowed to graduate.

III. Course Structure and Credit Proportion

Course Structure and Credit Proportion Table

Note: 144 class hours of physical education in practice are calculated as 4 credits; 8 weeks of professional comprehensive training is calculated as 4 credits; 4 weeks of social practice are calculated as 1 credit; Others are calculated according to the standard.

IV. Course Setting Table

Course Setting Table (1):

General Platform Courses

Course Setting Table (2):

Professional Platform Courses

Course Setting Table (3):

Professional Direction Course Setting Table

Course Setting Table (4):

Quality Development Module Curriculum Setting Table

V. Other Issues to Be Noted

1. Credit Substitution for Specific Courses

Students are allowed to substitute credits for the following courses by participating in on-campus or off-campus academic competitions, school-enterprise cooperative practice teams, or starting their own businesses. These courses include Marketing, Market Research and Forecasting, Marketing Planning, E-Marketing, E-Commerce Store Management, and Advertising. Upon successful assessment of a certain amount of practice time and the quality of practical performance, the corresponding credits for these courses can be earned. For detailed regulations, please refer to the respective course syllabi.

2. Tutorial Classes (T Classes)

The T class, also known as tutorial class, cooperative research class, or simply a tutorial, is a common practice in business education abroad. Courses are typically divided into lectures (main classes) and tutorials, with a general time ratio of 4:1. This means that for every two lectures, one tutorial session is arranged to help students better understand and consolidate the knowledge learned in the theoretical classes. The content of the tutorial mainly includes: homework review, discussion of key and difficult points, student presentations, teacher-student interaction, case studies, and intelligent games, among others.

3. School-Enterprise Cooperation in Teaching

For courses such as Business Communication and Negotiation, Organizational Behavior, Frontier Topics in Marketing, Sales Management, Retail Management, Supply Chain and Logistics Management, E-Commerce Store Management, and Business Etiquette Simulation, 2-4 class hours can be allocated for managers from related enterprises (such as Suning E-Commerce Group Co., Ltd., and Xiangnian Food Co., Ltd.) to participate in teaching. Meanwhile, professional teachers will provide specialized training for enterprise employees based on their needs, thereby achieving school-enterprise cooperation and integration of industry and education.

4. Professional Internships and Practical Training

To better implement school-enterprise cooperation and enhance students' professional practical abilities, the major arranges a concentrated professional internship at enterprises once a year, starting from the first year and continuing until the third year. Each internship has a specific theme and task, allowing students to understand and become familiar with the business processes and different job responsibilities of enterprises. In the seventh semester of the fourth year, an eight-week comprehensive improvement and training program for professional skills will be conducted. In the eighth semester, a six-week professional internship will be arranged (the practical teaching in the seventh and eighth semesters can be integrated). Ultimately, the internship and practical courses for cultivating practical combat abilities will span the entire four years.