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Academics

Marketing

1. Program Description

The Marketing program aims to cultivate “professional leaders” by preparing students to be the application, complex management personnel with humanistic spirit, international vision, innovative awareness, team spirit, social responsibility awareness. Successful graduates are expected to be familiar with the practice and rules of domestic and international marketing, master the theory and methods of marketing, have the basic skills of marketing major, good verbal and written communication skills, interpersonal communication and management skills.

2. Program Duration and Credit

This is a four-year undergraduate program, which can be completed within a minimum of three years and a maximum of seven years.

A total of 158 credits are required upon the completion of the program.

3. Curriculum

Three modules of courses are offered for the program: Basic Curriculum, Essential Curriculum, and Elective Curriculum. The Basic and Essential curricula are compulsary for a Bachelor’s degree. 

The Elective Curriculum in the list includes extended disciplinary courses offered by the school into which an individual student is admitted, as well as cross disciplinary courses offered by other schools. Students can choose the extended and cross disciplinary courses according to their personal interests and career plans; however, credits should be approved by the School.

(1)Basic Curriculum

ⅠClass Platform Curriculum

Course Code

Course

Credit

Semester

Remark

100701062101

Advanced Mathematics A(I)

6

1

 

100701062102

Advanced Mathematics A(II)

6

2

 

100712062101

Probability Theory and Mathematical Statistics  A

5

3

 

100701062108

Linear Algebra

3

2

 

ⅡSpecialized Basic Curriculum

Course Code

Course

Credit

Semester

Remark

100201152202

Microeconomics

6

1

 

100201152201

Macroeconomics

5

2

 

101202152201

Management

3

1

 

100712152201

Applied Statistics

3

4

 

101202152202

Principle of Accounting

3

3

 

101202152205

Introduction to Marketing Major

2

1

 

(2)Essential Curriculum

Course Code

Course

Credit

Semester

Remark

101202153015

Operations Research

3

3

Including 1 practice credit

101202153004

Management Communication

3

5

 

101202153012

Marketing

3

3

 

101202153013

Consumer Psychology

3

4

 

101202153007

Customer management

 

3

4

 

101201153005

Logistics and Supply Chain Management

3

6

 

101202153003

Distribution Channel Management

3

4

 

101202153002

Financial Management

3

3

 

101202153016

Strategy Management

3

7

 

101202153011

Innovative Practice

2

7

practice course

101202153017

The practice of Business Administration

4

8

practice course

101202153005

Research Methods of Management Science and Thesis Writing

2

6

 

101202153001

The Graduation Project of Business Administration

4

8

practice course

(3)Elective Curriculum

Course Code

Course

Credit

Semester

Remark

101202154030

Marketing Investigation and Prediction

3

7

Including 1

practice credit

101202154016

International Marketing

2

6

 

100204154001

International Service Trade

2

5

 

101201154003

Management Information System

3

3

Including 1

practice credit

101202154023

Human resources management

3

5

 

101202154031

Business Case Analysis

2

6

 

101202154034

Network Marketing

2

6

 

101202154037

Organizational behavior

3

6

 

101202154006

INTRODUCTION TO E-COMMERCE

2

7

 

101202154027

Business Negotiation

2

6

Including 0.5

practice credit

101202154007

Services Marketing

2

6

 

101202154004

Entrepreneurship Management

2

7

 

101202154013

Advertising planning and Management 

2

7

 

100204154004

International Trade

2

7

 

101202154021

Brand Management

2

6

 

101202154022

Corporate culture  and  the Management of Cross Culture

3

7

 

101202154010

Evolution and Development of Management Thoughts

2

7

 

101201154001

Big data Processing and Decision-making

2

5

 

(Note: 1. Odd-number semesters are the fall semesters and even-number semesters are the spring semesters in each academic year. 

      2. The asterisk * marks a core course.

4. Core Courses and Introductions

101202153015  Operations Research  (3.00 cr.)

Prerequisites:   None

This course is the professional basic class of management, which mainly introduces optimization analysis methods and practical operations research models, and it lays the basic theoretical methods of quantitative analysis for the follow-up courses.

The course mainly include: (1)Linear programming. Including linear programming simplex method, duality theory, sensitivity analysis and so on. (2) Integer programming. Including solving integer programming branch and bound, cutting plane method and the Hungarian Method of Assignment, etc. (3) dynamic programming. Including the basic equations of dynamic programming, discrete deterministic problems, continuous deterministic problem, and discrete stochastic problems. (4) Network analysis. Including the minimum tree problem, shortest path problem, and maximum flow problems. (5) Decision theory. Including information analysis, utility decision. (6) Game Theory. Including the special solution of matrix games and linear programming methods. (7) Storage theory. Including storage systems and other storage deterministic model.

101202153004  Management Communication  (3.00 cr.)

Prerequisites:  None

This course is composed of 11chapters, including the overview of management communication and basic theories of management communication; organization's internal and external communication; communication forms such as interview, listening, the negotiation, speaking and written communication etc., which emphasize on theory studying and application of communication skills. Each chapter is started with case analysis. Take consideration of post-90s’ characteristics of communication difficulty, some stories have been set in order to cultivate a kind of appropriate way of communication for them to be integrated into society, meanwhile makes them to master basic theoretical knowledge and to enhance practical ability before they become managers. 

101202153012  Marketing   (3.00 cr.)

Prerequisites:  None

This course is a main specialized course for the students of management science. The main task is to train the students to master the basic theory and methods of modern marketing, the analysis and solution of marketing management of basic ability, and to follow a course of study and scientific research to lay the theoretical foundation.

Teaching this course is to make students be able to master modern marketing basic knowledge; to enhance the students to analyze and solve the enterprise market marketing management ability; and make them can preliminarily use qualitative analysis method to solve the practical problems in marketing management of enterprises.

101202153013  Consumer Psychology  (3.00 cr.)

Prerequisites:  None

This course mainly introduces the basic theories and methods of consumer psychology, especially, puts emphasis on the applications of basic theories, methods and techniques of consumer psychology in practice.

The main contents of this course include: basic theory of consumer psychology,consumer psychology activity,psychological characteristics of consumers' personality  and consumer personality psychological tendency,consumer groups and consumer psychology,commodity factor and consumer psychology ,commodity prices and consumer psychology ,marketing scene and consumer psychology,marketing services and consumer psychology,marketing information dissemination and consumer psychology,social consumption psychology and consumption behavior in contemporary China.

101202153007  Customer management  (3.00 cr.)

Prerequisites:  None

In the global marketplace, where the overriding emphasis is on cost, the value of the customer cantranscend the great race to the bottom line and allow businesses to thrive while others are victimized by rapidly changing buying behavior fueled by an explosion of technology.

This course provides students with a working knowledge of the principles and best practices for managing customer relationships. Students learn how to quantify customer orientation and how to develop relationship-driven customer management systems based on the judicious use of resources born from a decisive strategic plan. Topics include customer profiling, market segmentation, customer service, retention, relational databases, and CRM software. Student are encouraged to participate in discussions on current and generally unpredictable trends,  return on investment from sales and marketing expenditures, and how popular myths propel the uninitiated to obscurity and extinction. Coursework lends insight into the key CRM concepts needed to make informed and effective business decisions, make more sales, and increase profits with ease. The objective of the course is to examine the strategic and analytical aspects of CRM so that students will have a deeper understanding of the power of CRM, and how to put it to work effectively.

101201153005  Logistics and Supply Chain Management  (3.00 cr.)

Prerequisites:  None

It is a main professional course for management science students. The main task is to train students to master the basic theories, methods and techniques of the logistics and supply chain management, and the basic ability of solving practical logistics and supply chain management problems, providing theoretical basis for the study and research of the upcoming courses. This course mainly introduces the basic theories and methods of logistics and supply chain management, especially, puts emphasis on the applications of basic theories, methods and techniques of logistics and supply chain management in practice. With the study of this course, students will be able to grasp the basic principles and methods of logistics and supply chain management, explain and use common logistics and supply chain management terminology correctly, and improve the ability of analyzing and solving logistics and supply chain management problems, use the qualitative and quantitative analytical method to solve practical logistics and supply chain management problems. 

The main contents of this course include: basic theory of supply chain management, supply chain management focus and its core operations concept, construction and optimization of the supply chain, supply chain partner selection and evaluation, supply chain management strategy, information value and supply chain management, supply chain coordination and management, supply chain strategy outsourcing decisions, supply chain procurement management, supply chain production planning and control, supply chain demand forecasting, supply chain inventory management, supply chain logistics management, supply chain organization set up and operations management, supply chain management and information technology, supply chain risk management, etc.

101202153003  Distribution  Channel  Management (3.00 cr.)

Prerequisites:  None

This course provides the background and analytical skills necessary for effective management of the marketing aspects of a distribution channel. The course is organized around three modules. The first module, Channel Design and Selection, covers the strategic aspects of distribution and addresses the choice of distribution systems (e.g., direct sales versus distributors) and use of multi-channel systems. The second module, Management of Sales and Distribution Systems, covers the management of a direct sales force and the tactical management of a dealer network. The third module, Management within the Channel, focuses on the challenges involved in managing channel intermediaries such as retailers, brokers, and wholesalers.

101202153002  Financial Management  (3.00 cr.)

Prerequisites:  None

Financial management is the main course of economic management specialty, one of ten core courses of financial and economics named by the ministry of education. It discusses the strategy and methods that enterprise use in raising money, investment, allocating funds, acquisition and reorganization of the liquidation. This course will guide students who has the background of economic management to further master the operation methods and means in real financial market economy, so as to have the ability to manage money and even the entire enterprise.

The main task of this course is the teaching of basic knowledge, theory and method of financial management, etc, so that the students can understand enterprise's financial activities and financial relationships. Thus have the basic skills to analyze and solve practical problems in financial management. And lay the theoretical basis for the subsequent course and scientific research.

101202163008      Advanced  Accounting       (3.00 cr.)

Prerequisites:  None

Upon the successful completion of this course, students will understand basic theory and knowledge of advanced accounting with specific regard to the discussion of frontier research problems. This includes understanding various special features of accounting business and processing principles, mastering account processing methods and related theoretical knowledge of special economic business and complex economic business, analyzing more complex processing professional problems of capacity, being skilled in accounting and financial management field, and having basic professional capacity and literacy.

Advanced Accounting expands upon the Intermediate Financial Accounting course by developing and deepening the accounting content. Advanced Accounting, also known as special business accounting and special accounting, is a new concept of accounting that analyzes an enterprise's specific business or the main body of specific accounting for a particular business. The main content of this course includes leasing accounting, price changes accounting, financial derivatives accounting, tax accounting, business combination, consolidated financial statements, the foreign currency statements and corporate restructuring and conversion bankruptcy liquidation accounting, etc. The most essential and challenging topics are leasing accounting, the consolidated financial statement, and financial derivatives accounting. Advanced Accounting is a more highly specialized course than Intermediate Financial Accounting. Advanced Accounting inclues accounting in leases, accounting in price fluctuation, accounting in derived financial tools, accounting in income taxes, together with accounting in such fields as business-combination, combined statements, statement conversion of foreign currency, restructuring of enterprises, etc. Advanced Accounting is the dealing of high-end and difficult business in enterprises; thus, only when a person truly has knowledge and experience regarding advanced accounting content can he be called a senior accountant.

101202163010    Aggregate Accounting Practice      (3.00 cr.)

Prerequisites:  None

Aggregate Accounting Practice involves the understanding and mastery of the complete content of professional accounting backbone courses and the cohesion between these courses. This course allows students to master the accounting method of basic programs and industrial enterprises, thereby strengthening students' understanding of the basic theories of accounting, the use of basic methods for the training of basic skills, and a better understanding of the combination of accounting theories and accounting practices.

The content of this course includes familiarization with basic situations in simulated work places and various accounting policies; establishing full accounts in simulated work places; account registration and trial balances in an opening balance; familiarization with the general ledger; the relationship between subsidiary and journal ledgers; filling in original vouchers according to the occurrence of economic business and to primitive proof and proof of charge to an account; filling in original vouchers according to proof of charge and corresponding register and journal register; carrying forward the planned cost and incoming material cost differences; preparing "raw materials, low-value monthly stock." The course content also includes classified calculations of material cost differences of the present month and consists of the aggregation rate of compiling the receiving and carrying forward differences, summarizing, handling different proofs of charge for sharing. Additionally, it includes registration subsidiary ledger, subsidiary ledger expenses of manufacturing production cost, and administrative expenses. Class material also covers complete product cost calculation, preparation for calculation tables of each product cost, calculation of the cost of completed products, and compiling course summary tables. Lastly, the course illustrates registration in general ledger and sub-account, compiling debt and profit tables in capital, as well as financial analysis.

101202153016  Strategy Management  (3.00 cr.)

Prerequisites:  None

Strategic management not only concentrates on overall and long-term problems during the development of firms, but seeks to analyze and reveal the fundamental question“why the firm can gain the above-normal profit and sustainable competitive advantage?”.

Centered on the three core questions “why can do?”, “what should do?” and “how do it?”, the course is mainly to introduce the nature, task and basic logic of strategic management, analyze the competitive situation that firms operate and identify potential sources of sustainable competitive advantage, select and formulate firm-level and business-level strategic plans, implement and control strategy effectively.

101202153011  Innovative Practice  (2.00 cr.)

Prerequisites:  None

Although the entity of the subject is set at the first term of senior year, the examination is based on the achievement of whole previous seven terms. By participating in the activities approved in specification, which contains scientific research trainings, professional competitions, practical trainings, skill certifications and other projects, students can get the credit once they meet the requirements of the curriculum and Obtain corresponding results. Students can work in two ways in view of their stage and grade. On the one hand, they can set up a team to participate in the practical trainings and professional competitions organized by the school or the university. On the other hand, doing academic researches, publishing professional papers, participating in domestic and foreign projects or obtaining a professional qualification certificate on their own are also accepted.

In order to guarantee students to meet the requirements of the course, teachers have the duty to guide and supervise them to participate in the activities above, actively carrying out training and strengthening the process of counseling. The Specific  arrangement of this curriculum is enacted according to the reality.

101202153017  The practice of Business Administration  (4.00 cr.)

Prerequisites:  None

Practice is an important part of practice teaching, and it is an important part of the professional training program. The main purpose of the students to participate in the professional practice is to improve their comprehensive skills, and to solve the problems in the practical work by using the theoretical knowledge of their major. At the same time, through the professional practice to cultivate students' ability to analyze and solve practical problems by using professional knowledge,to enhance their professional ethics, social responsibility, and the adaptability of the future work.

101202153005  Research Methods of Management Science and Thesis Writing  (2.00 cr.)

Prerequisites:  None

This is a professional selective course of Management Science and Engineering, the main task is to train students’ capacity of literature search, data analysis and processing capability, and ground to student for his/her undergraduate thesis foundation. The course make you know how to select topic, search literature, processing data and other methods, focusing on various major issues of Management Science and Engineering field, for example the theory constructed from a practical basis, market survey, case studies, operations research, modeling of the research methods.

Through this course, students will be know how to write a specification undergraduate academic or research programs, and use relevant software applications to statistical or quantitative measurement of management science to solve practice problems. The main contents of this course include introduction, literature collection and sorting, literature review, data collection and processing, market research methods, case studies, data modeling and empirical research, and so on.

101202153001  The Graduation Project of Business Administration  (4.00 cr.)

Prerequisites:  None

Practice is an important part of the professional training program. The quality of graduation thesis is an important standard to evaluate the quality of teaching in Colleges and Universities. The main purpose of this course is to explain the characteristics and matters of graduation thesis, make the students understand the basic methods of graduation thesis writing, basic format and norms, learn some skills of writing the thesis, some research contents related to their major, and master the basic methods of literature search.

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