一、专业介绍
培养德智体美劳全面发展，具有家国情怀、国际视野、专业本领和跨文化交流能力，掌握现代经济管理、市场营销与人工智能交叉融合的理论与方法，具有数据驱动洞察、智能营销策划、品牌国际化运营和跨文化数字沟通的能力，具备商业伦理与社会责任、AI素养与可持续发展、创新思维与终身学习素养的数智营销专门人才。
毕业5年后，学生能够在跨国公司、互联网平台、出海品牌、数字营销机构及涉外企业的市场研究、品牌增长、用户运营、智能投放与营销科技管理等部门/岗位从事数据驱动的市场调研、AIGC内容策划、品牌国际化推广、智能营销运营与商业决策支持等方面工作。
二、核心专业必修课清单
| 课程名称 |
学分 |
学时 |
| 管理学（英语） |
2 |
30 |
| 微积分 I（英语） |
3 |
45 |
| 微观经济学（英语） |
2 |
34 |
| 微积分 II（英语） |
3 |
51 |
| 会计学（英语） |
2 |
34 |
| 市场营销学（英语） |
2 |
34 |
| 人力资源管理（英语） |
2 |
34 |
| 概率论与数理统计（英语） |
2 |
34 |
| 财务管理（英语） |
2 |
34 |
| 战略管理（英语） |
2 |
34 |
| 宏观经济学（英语） |
2 |
34 |
| 运营管理（英语） |
2 |
34 |
| 组织行为学（英语） |
2 |
34 |
| 线性代数（英语） |
2 |
34 |
| 公司治理（英语） |
2 |
34 |
| 消费者行为学（英语） |
2 |
34 |
| 市场营销调研（英语） |
2 |
34 |
| 市场营销策划（英语） |
2 |
34 |
| 国际市场营销（双语） |
2 |
34 |
| 销售管理（英语） |
2 |
34 |
Bachelor of Business Administration Specialization in Digital Marketing
1. Program Introduction
The Business Administration Specialization in Digital Marketing is built on the finance program. Aligning with China’s "Financial Power" strategy and the needs of regional economic development, it aims to cultivate well-rounded professionals with moral integrity, intellectual competence, physical fitness, aesthetic appreciation, and work ethics. These professionals will possess a sense of national identity, international perspective, professional expertise, and cross-cultural communication skills. They will systematically master core theories of economics and finance, deeply understand the operation mechanism of the modern financial system, the laws of international financial markets, and the management of financial institutions in the global context. Additionally, they will have solid capabilities in macroeconomic and financial market analysis, keen skills in financial risk identification and management, innovative abilities in the application of financial products and tools, as well as the literacy to support the stable operation and innovative development of the modern international financial service industry.
Five years after graduation, students will be competent in key positions in core fields such as domestic and foreign commercial banks, investment banks (securities companies), fund management companies, insurance companies, financial leasing companies, corporate finance departments, financial regulatory authorities, and research institutions. These positions include international macro-financial policy research and application, global financial market analysis and investment strategy formulation, multinational corporate financial decision-making and capital operation, international financial institution operation and risk management, and international financial regulatory compliance.
2. List of Core Required Professional Courses
| Course Name |
Credits |
Class Hours |
| Management (English) |
2 |
30 |
| Calculus I (English) |
3 |
45 |
| Microeconomics (English) |
2 |
34 |
| Calculus II (English) |
3 |
51 |
| Accounting (English) |
2 |
34 |
| Marketing (English) |
2 |
34 |
| Human Resource Management (English) |
2 |
34 |
| Probability Theory and Mathematical Statistics (English) |
2 |
34 |
| Financial Management (English) |
2 |
34 |
| Strategic Management (English) |
2 |
34 |
| Macroeconomics (English) |
2 |
34 |
| Operations Management (English) |
2 |
34 |
| Organizational Behavior (English) |
2 |
34 |
| Linear Algebra (English) |
2 |
34 |
| Corporate Governance (English) |
2 |
34 |
| Consumer Behavior (English) |
2 |
34 |
| Marketing Research (English) |
2 |
34 |
| Marketing Planning (English) |
2 |
34 |
| International Marketing (Bilingual) |
2 |
34 |
| Sales Management (English) |
2 |
34 |
| Service Marketing Management (Bilingual) |
2 |
34 |
