Marketing focuses on understanding, targeting and satisfying consumer markets on a global scale by offering superior value, innovation, and relationships. Students learn how to benefit from local, national and global market opportunities and trends through the conception and implementation of well-differentiated marketing tactics and strategies. The marketing major emphasizes the knowledge, skills, and concepts necessary for effective performance in the various functional areas of marketing (such as advertising, product development, marketing research, distribution). The field integrates economics, sociology, psychology, and statistics to develop marketing systems and processes. The marketing electives offer an opportunity for students to choose areas of more specialized knowledge according to their interests and career goals.

Considering market conditions, we offer exchanges between faculty and students such as marketing analysis and discussion, market simulation experiments, market management and research experiments. Our school has introduced the mature professional curriculum system of Kean University, USA, and integrates it with the Chinese professional courses to absorb the latest ideas from domestic and foreign counterparts. Students will gain an in-depth understanding of management models, entrepreneurship, consumer markets, media, technology and globalization processes related to contemporary economic trends, and will be able to work in multinational corporations, foreign companies, government agencies or other non-profit organizations.

We actively connect with off-campus entrepreneurs as students’ mentors, and launch an innovation and entrepreneurship competition. For example, in the “Shark Pool” business plan competition held in our school, the “social dog” cafe team and the “Page” campus souvenir team that become champions can register and operate related businesses in the designated area of the campus to serve the teachers and students of the whole school. The Business Skills Committee, which is composed of professional business teachers, also uses their own network resources to find the possibility of practical practice for students.


Career Prospects


B.S. in Marketing provides students with a wide range of employment opportunities in a wide range of business areas, such as brand management, advertising, public relations, marketing communications, media, market research, retail and logistics, international trade and marketing, sales management, customer relations, e-commerce, social media, sports and entertainment, leisure, hospitality and tourism, project planning, consulting, corporate investment and non-profit organizations.

This program is designed to develop students’ ability to apply professional skills, problem solving skills, business awareness and communication skills. The graduates are qualified for a variety of roles in marketing, such as advertising, brand management, marketing and public relations, business intelligence, online marketing, sales and project planning, and product management. Graduates are also qualified for senior positions in other business sectors, such as business consultants, operations managers, and management trainee, purchaser, etc.

Graduates can also continue their studies in corporate management major.


Knowledge and Skills Students will Grasp during the Study


Courses are designed focusing on concepts and strategies essential for all types of operations, providing an extensive overview of the concepts, principles and activities that comprise contemporary marketing management, helping students recognize and define information needs, design and implement research projects, and learn to interpret and evaluate results presented.


Major (Core) Required Courses


Consumer Behavior

Marketing Research

International Marketing

Seminar in Marketing Strategy


Find out more about Marketing Program of Kean University