Overview

BTBU is one of the earliest institutions in China to establish a Marketing major, enrolling the first cohort of undergraduate students in 1989. BTBU was entrusted by the Ministry of Education to draft the first national curriculum for the Marketing major. In 1999, our Marketing program was recognized as a key discipline in Beijing, and in 2014, it was designated as a model program within BTBU. The program boasts a highly competitive faculty, with 15 full-time instructors, including 4 professors, 8 associate professors, and 3 lecturers. Among them, 12 hold doctoral degrees, and 12 serve as master’s supervisors. Six faculty members have international study or research experience. The department has undertaken numerous national-level projects, government initiatives, and corporate projects, providing intellectual support for government business management and distribution enterprise management. This research work has simultaneously enriched classroom instruction and enhanced the quality of education.

Educational Objectives

This program aims to cultivate well-rounded professionals who meet the needs of 21st-century national, particularly capital city, economic development and social progress. Students will develop a solid foundation in economics, commerce, management theory, and legal knowledge. They will also acquire the ability to observe economic developments and market changes, strong interpersonal communication skills, and the ability to apply marketing theories and methods. Graduates will be prepared for marketing management and related positions in various enterprises and social organizations, characterized by a strong sense of social responsibility, innovative spirit, and practical abilities.    

Program Characteristics

The distinctive features of Marketing program are “Retail Management” and “Service Marketing.” These are integral parts of BTBU’s broader focus on “Commerce,” which is a significant component of the Business School’s curriculum. The program emphasizes the cultivation of application-oriented talent with an innovative spirit, capable of handling various levels of marketing positions within enterprises.    

Core Courses

Core courses include Management, Macroeconomics, Microeconomics, Statistics, Accounting, Marketing, Market Research, Analysis of Buyers’ Behavior, Retail Management, Sales and Customer Relation Management, Service Marketing (in English), Networking Marketing, Brand Management, Marketing Case Study, International Marketing (in English), Public Relations, and more.    

Practical Teaching

The Marketing program’s practical teaching is characterized by three key aspects:

1. Integration of Practical Teaching Components and Courses: Practical elements are emphasized in every specialized course, and dedicated practical courses, such as Comprehensive Economic Management Experiment, Corporate Management Practice, and Marketing Case Study, are also offered.

2. Social Practice, Professional Internships, and Graduation Thesis: Through social practice and professional internships, students will engage in marketing internships at companies to understand corporate marketing activities. Combined with graduation thesis writing, faculty will guide students in conducting research on relevant enterprises, reinforcing the integration of marketing theory and corporate marketing practice.

3. Comprehensive Marketing Practice: This is the most significant practical feature of the Marketing program, typically conducted during the seventh semester. Partner companies will present real marketing issues, and students, working in groups, will thoroughly explore the company’s business environment and marketing management practices, conducting research and analysis to propose feasible solutions. Through this practice, students’ overall competencies will be enhanced, particularly their ability to apply theoretical knowledge to solve real-world problems.    

Graduates’ Career Prospects

The employment scope for graduates from the Marketing program is quite broad. In recent years, more graduates have found employment in modern service industries and modern manufacturing sectors, such as IT, banking, insurance, securities, retail, media, education and training, real estate, tourism, sports, and automotive industries. The majority of graduates find jobs in Beijing, with others spread across major cities such as Shanghai, Guangzhou, Shenzhen, Fuzhou, Chengdu, Chongqing, Dalian, and Tianjin. In their respective companies, graduates primarily engage in market research, marketing planning, advertising, market development, customer management, and brand management. Many are able to move into marketing management positions, such as department heads in marketing, sales, public relations, and advertising departments, after two or three years of experience. Recent employers include: Coca-Cola, Motorola, Nokia, China Telecom, China Netcom, China Unicom, China Merchants Bank, Everbright Bank, Walmart, Amazon, Lenovo Group, Midea Group, Foton Motor, among others.