Ⅰ. Training Objectives
This specialty cultivates high quality applied talents who can adapt to the needs of China's socialist market economy, develop morally, intellectually and physically, possess basic knowledge and ability in management, economics, marketing and other aspects, and engage in marketing management, market research, consulting and planning, sales management, marketing research and other related work in various enterprises, non-profit organizations, and government departments.
Ⅱ. Cultivation Specifications
This includes the specific requirements that students should meet in terms of knowledge, ability, and quality.
1. Knowledge Requirements
(1) Fundamental Knowledge. Students must be proficient in the theories and methods of basic disciplines such as mathematics, statistics, and economics.
(2) Professional knowledge. Students are required to systematically master the theoretical knowledge and methods of marketing disciplines such as management, accounting, financial management, marketing, entrepreneurship management, etc., and master the theoretical frontier and development trends of this discipline. They should also master the basic theory of marketing, STP marketing strategy, 4P marketing strategy, marketing environment analysis system, market research and forecast system, and business operation and management system.
(3) General knowledge. Students are required to acquire general knowledge in philosophy, sociology, psychology, law, language and literature, and career development. Knowledge of computers, wooed and excel document is for processing. Students should master at least one foreign language.
2、Aptitude Requirements
The ability structure of marketing students includes knowledge acquisition ability, knowledge application ability, and innovation and entrepreneurship ability.
(1) Knowledge acquisition ability. They can use scientific methods to acquire knowledge through classroom, literature, network, practice and other channels; they are good at learning and absorbing other knowledge, and build their own knowledge system.
(2) Knowledge application ability. They are able to apply marketing management theories and methods to analyze and solve theoretical and practical problems. Possess basic marketing planning and marketing management skills, and be able to apply basic marketing theoretical knowledge to market environment research and analysis, enterprise marketing strategy STP analysis, and 4P marketing strategy analysis and strategy formulation according to the current situation of enterprise resources.
They master basic marketing research methods, with the basic ability to analyze and solve marketing management problems; master basic marketing skills and the application of basic marketing knowledge, receive basic training in marketing skills, and obtain marketing management related professional qualifications. Basic ability to diagnose and analyze enterprise operations and provide marketing management consulting services, and the ability to apply theoretical knowledge of marketing management to diagnose and analyze enterprises and propose complete management consulting strategies.
(3) Innovation and entrepreneurship ability. They gain strong organizational and communication skills as well as exploratory and critical thinking ability , and constantly try to innovate in theory or practice.
3、Quality Requirements
The quality structure of marketing students includes four aspects: ideological and moral quality, professional quality, cultural quality and physical and mental quality.
(1) Ideological and moral quality. Students will strive to learn and master Marxism, Mao Zedong Thought and Deng Xiaoping Theory, establish evidence-based materialism and historical materialism worldview, support the leadership of the Party and the socialist system, have strong ability to analyze and judge the situation, have good moral cultivation and sense of social responsibility, positive ideals of life, values in line with the requirements of social progress and the lofty feelings of patriotism.
(2) Professional quality. Students should systematically master the basic knowledge of marketing, maintain sensitivity and judgment to find organizational management problems, master innovation and entrepreneurship skills, and the ability to apply management theory and methods, systematic analysis, to solve organizational management problems.
Students are familiar with the laws of economic operation and business operation rules, the characteristics of China's economic operation, the history of China's modern enterprise development, the characteristics of global economic operation, and the rules of international economic cooperation.
Students have the professional ethics of a modern professional manager, have a sense of social responsibility, abide by national laws and regulations, and know how to operate legally and abide by the law.
(3) Cultural quality. Students have high aesthetic interest, cultural taste and humanistic cultivation; have the spirit of the times and strong interpersonal communication ability; live positively and optimistically and work with a sense of responsibility. They have good knowledge of the basic theories of humanities and social sciences and natural sciences, good humanistic and scientific qualities; master the basic methods of literature retrieval and data search, understand the theoretical frontier and development trends of the discipline, and have preliminary scientific research and strong practical working ability.
(4) Physical and mental qualities. Students are supposed to have a healthy body and psychological quality, with stable, upward, strong and permanent emotional strength, willpower and personality charm.
III. Main Subjects and Core Courses
Major discipline: Business Administration
Core Courses: Microeconomics, Macroeconomics, Statistics, Management, Accounting, Marketing, Economic Law, Market Research and Forecasting, International Marketing, Merchandising, Advertising, Finance, Consumer Behavior, Business Negotiation, Sales Management, Internet Marketing, International Trade, E-Commerce, Logistics Management.
IV. Main Practical Teaching Sessions
Professional internship, practical training, social survey, military training, professional intensive training sessions and graduation thesis (design) are included.
V. Academic System and Degree
Academic Year: 4 years
Degree: Bachelor of Science in Management
VI. Graduation Criteria
1、Meet the requirements of knowledge, ability and quality required by the profession.
2、Complete all the teaching links stipulated in the cultivation program, and the total credits are not less than 171.
3、Obtain no less than 6 credits of innovative entrepreneurship education.
