Training Objectives:
This Major focuses on the strategic needs of a socialist market economy and strengthening the Chinese brand power; cultivating “having the sense of responsibility, strengthening theory, putting the students into practice and the ability to innovate”, which adheres to the Tan kah-kee spirit and integrity, rooted in Xiamen, Fujian and facing the whole country, and focus on cultivating responsible market planning, digital marketing and operations as well assales management, innovative and applied talents in these areas.Upon graduation, the students will be qualified to work for Business Management Departments of various enterprises: Brand, New Media, Sales, E-Commerce, Marketing, MarketingManagement, Brand Planning, etc. The students will also be engaged in Consulting Services for marketstrategy, MarketingManagement, Brand Planning, and others. Theywill build their careers as Sales Talents, Sales Directors, Marketing and Brand Planning Directors, E-Commerce OperationDirectors, and eventually advance to Senior Management levels. Moreover, students can consider furthering their education by reading a master’s or doctoral degrees, or work in government agencies or public institutions.
Training Requirements:
The students of the MarketingMajor primarily focus on the fundamentals of management studies, economics, and psychology, learn the basics ofMarketing theory, and receive training on Marketing knowledge and skills. The array of topics in these areas help students to understand new trends in retail and digital Marketing, cultivate their ability for market development,brand planning, new media operations, data analysis, and team cooperation.The faculty was awarded the third prize of Fujian Province in the National Innovative Teaching Competition (2021) and the first prize of Jimei University. Three faculty membershave won the honorary title of “Students’ Favorite Excellent Teachers” ofJimei University five times, which is the best performanceachieved thus far among all the Majors in the university.
Graduates should acquire the knowledge and ability in the following areas:
1.Adhere to the university motto of "Sincerity and Perseverance", establish a correct world view and view of life, good quality of thought and morality and humanistic accomplishment.
2.Master the fundamentals of administration and management of an enterprise in areas of business management, professional knowledge and Marketing methodologies.
3.Master a foreign language,the rich knowledge of natural science, humanities and social sciences and information science.
4.Equip with a strong command of language and written expression, interpersonal communication, information acquisition ability and the basic ability to analyze and solve practical marketing problems.
4.Familiar with China's marketing guidelines, policies and regulations, and understand the international marketing practices and rules.
5.Possess the strong ability to learn and acquire knowledge,ability in practical writing and language expression, good teamwork and coordination skills, and computer and information technology application skills.
6.Understand the theoretical frontier and development of the discipline, master the basic methods of scientific research, and have the basic ability to conduct scientific research.
Core courses: Marketing, Social Psychology, Consumer Behavior, Marketing Research, New Product Development, Channel Management, Retail Management, Brand Management, Advertising, Integrated Marketing Communications, New Media Operations, Service Marketing, Network Marketing, Innovation Management, Management, Microeconomics, Macroeconomics, Management Information Systems, Statistics, Business Analysis, Accounting, Project Management, Big Data Marketing etc.
Major practical teaching sessions:Cognitive Internship, Professional Internship, Innovation and Entrepreneurship Internship, Social Practical Work and Exposure, Internship Upon Graduation and Graduation dissertation, etc.
Duration of study: 4 years
Degree awarded: Bachelor of Business Administration
