01 About the Specialization
BBA in Marketing started to enroll undergraduates in 1994. After 26 years of continuous efforts by our staff, the specialization has achieved the transformation from a specialization supported by the university in 1996 to a key specialization of the university in 1998 to a Famous-Brand Specialization of Guangdong Province in 2005, to a Specialization of Distinct Features of the Ministry of Education in 2008, and then to a National First-Class Undergraduate Specialization in 2019. The specialization has achieved fruitful outcomes, with distinct characteristics, unique positioning, clear talent training goals, top-performing teaching staff, and good employment prospects. It is where the young students can embark to realize their dreams.
l Positioning
The positioning of this specialization is training cultural marketing elites in the digital age. Marketing talents in the new era must possess two important skills. One is to be familiar with digital marketing tools, and the other is to understand in depth the meaning of culture. To realize the organic integration of digitalization and culture is required for training marketing talents for the future.
l Objective
The objective of this specialization is to train marketing talents in the digital era who master modern marketing theories systematically, carry forward Chinese traditional wisdom in marketing, have a global vision and cross-cultural thinking competence, have a sense of social responsibility and entrepreneurship, and have good foreign language skills.
l Strengths
The specialization integrates both the modern marketing theory of the West and the traditional Chinese wisdom of marketing. It consists of both theoretical study and practical teaching. The specialization is taught in English combined with the characteristics of the specialization. The specialization is equipped with a complete and well-developed system for English teaching as well as a team of qualified teachers. The curricular design is science-based. Besides, there are marketing courses featuring Chinese culture, which demonstrates the specialization’s attention to studying and passing on traditional Chinese wisdom of marketing.
l Core Modules
Based on the positioning and objective of the specialization, the core module mainly includes the following four categories of courses:
(1) Basics of Marketing: Marketing, Consumer Behavior, Marketing Research, Service Marketing, Social Marketing, Brand Management, Marketing Planning, Retail, Advertising, Marketing Channel Management, etc.
(2) Cultural Marketing: Chinese Cultural Marketing, Marketing Aesthetics, Military Wisdom and Marketing Strategy, Cultural Brand Marketing, and Traditional Chinese Medicine Cultural Marketing.
(3) Digital Marketing: Digital Marketing, Social Media Marketing, Big Data Marketing, AI Marketing, Business Intelligence and WEB intelligence, and Big Data Application.
(4) International Marketing: International Marketing, Cross-Border E-Commerce and Operation, Cross-Cultural Communication, and Cross-Cultural Consumer Behavior.
Specialization of Distinct Features of the Ministry of Education——BBA in Marketing
National First-Class Undergraduate Specialization——BBA in Marketing
Open Class of Marketing in English
02 Faculty
There are six professors, 11 associate professors, and three lecturers for this specialization. Among them, 90% have doctoral degrees, 70% have overseas study experience and all of them have master’s degrees. Faculty members not only have abundant academic achievements but also actively participate in the promotion of the specialization and have also achieved fruitful results in writing textbooks. In the past 10 years, members have chaired or participated in the design of many professional textbooks. It is the pride of the specialization that some of them are included in the 11th and 12th Five-Year Plan National Planning Teaching Materials for Higher Education as well as the Business Management Classic Translation Collection.
Part of Textbooks Designed by Faculty Members
03 International Exchanges
The specialization is internationalization oriented. The School of Business cooperates with nearly 50 foreign (overseas) universities, including Arizona State University, University of Queensland, Lancaster University, Grenoble Graduate School of Business, and University of Santo Tomas (Chile), and have established cooperative relations and carried out cooperation covering scientific research, faculty and student exchanges, joint training of bachelor’s or master’s double degrees and joint training of combined bachelor’s-master’s degrees, collaborative academic conferences and overseas study tours.
Admission Director of Audencia Business School RETHMEL Benjamin introduces the campus to the students
04 Student Activities
Marketing is a specialization that highlights applications. It is necessary to combine theory with practice to truly understand what marketing is. With extracurricular activities provided by the school and the university, students are encouraged and guided to participate in various innovation and entrepreneurship competitions, such as “Challenge Cup”, “Mock Trade Fair”, “Marketing Case Competition” and other activities to develop their abilities in innovation and entrepreneurship, in translating theories into practice, in thinking critically and communicating with others. Students have won many national awards in various competitions at all levels. At the same time, the School sets up the Guangzhou Base of the Silk Road Entrepreneurship Education Network and Entrepreneurship Incubation Base of the Guangdong Cross-border E-commerce Industry Association to enhance students’ ability in participating in international business activities.
Students of Marketing Department Wins Team Championship at the
China College Students’ Entrepreneurship Competition in 2018
The 14th Mock Trade Fair
05 Employment
Graduates of this specialization enjoy good employment prospects and are well-received by employers. The employment rate has remained around 100% for a long time. According to the “Chinese 4-Year College Graduates’ Employment Annual Report” by MyCOS, after graduating half a year, the graduates majoring in BBA in Marketing rank among the top in terms of monthly income ranking of all graduates of the university. 93.5% of graduates are employed in Guangdong Province. Among them, 50% work in Guangzhou, 20% in Shenzhen, and 15% in Foshan and Dongguan. Graduates of this specialization are mainly employed in industries including information transmission, software and information technology services, finance, and real estate.
CHI Xiaoni from 2015 Intake (the fourth from the left) receives the 13th Touching University in Southern Guangdong Award as one of 10 Inspirational Role Models
06 Alumni
l HUANG Chenxia, 2002 intake, is now General Manager for News Operation of Tencent, was once Director of Finance Center of Tencent and Executive Editor of 21st Century Business Review.
l XIAO Rongshen, 2003 intake, is one of the founders of Hanhoo, and was once General Manager of Hanhoo. Hanhoo is a famous skincare brand and one of the favorite brands among young Chinese consumers. In 2016, Hanhoo ranked among the top 500 Chinese brands with a brand value of 13.319 billion yuan.
l CHEN Jianxu, 2003 intake, is now General Manager of Sales for OTC businesses in the Department of Health Products in the Central China Region of GlaxoSmithKline.
l HUANG Chongben, 2006 intake, is Marketing Director of Enlighten Education.
l WU Dawei, 2010 intake, is the founder of Pure Factor, a biotechnology company. He is an iconic figure of entrepreneurship for college students and is included in the list of Forbes 30 under 30 in China in 2017.
l CHI Xiaoni, 2015 intake, set up U-talent International at school, won the gold medal of the China College Students’ Entrepreneurship Competition in 2018, the gold medal of Challenge Cup College Students Entrepreneurship Competition in Guangdong, and the Entrepreneurial Spirit Award of Guangdong Province. She also received the honor of the 13th Touching University in Southern Guangdong Award as one of 10 Inspirational Role Models, the President Medal of GDUFS, and the Top 10 Student Award of GDUFS.
