1. Academic System and Credit Requirements

Digital Marketing Program (Code: 5400W01)

· Duration: 2 years

· Degree Awarded: Bachelor of Management

· Minimum Credit Requirement for Degree: 12 credits

· Additional Requirement: Meet the National Student Physical Health Standards.

2. Program Objectives

Rooted in the needs of enterprise digital transformation and marketing innovation in the digital economy era, this program builds a micro-credential cultivation system centered on digital marketing and business data analysis, characterized by interdisciplinary integration, and supported by university-enterprise collaboration. It aims to cultivate high-level digital marketing talents with a sense of national pride and responsibility, forward-looking vision, practical capabilities, and innovative spirit. The specific objectives are as follows:

(1) Adhere to "Specialization" to Precisely Align with the needs of Digital Economy and Strategic Emerging Industries

Closely following national key development directions such as the digital economy strategy, green economy transformation, low-altitude economy layout, and livelihood service guarantee, the program focuses on the urgent demand for digital marketing and data analysis talents in enterprise digital transformation. It constructs a dual-core integrated curriculum system of "data-driven + marketing innovation".

Students will systematically master full-link digital marketing knowledge, including core modules such as data collection and cleaning, user behavior analysis, intelligent recommendation systems, AIGC content generation, private domain traffic operation, and marketing effect evaluation. This equips them with professional capabilities to be competent for roles like data analyst, digital marketing specialist, e-commerce operation manager, and business intelligence consultant in industries such as advanced manufacturing, e-commerce, fin-tech, cultural media, and smart retail.

By introducing real enterprise cases and industry standards, the program ensures seamless alignment between talent cultivation and industrial needs, enhancing students’ adaptability and competitiveness in future industrial transformations.

(2) Adhere to "Refinement" to Focus on the Intersection of Intelligent Marketing and Data Science

With "intelligent marketing technology" and "business data analysis" as dual mainlines, the program follows a three-layer capability framework of "underlying tools—scenario application—system support". It offers 6 core courses (32 hours/2 credits each), covering modules such as Digital Business Management, Business Data Analysis, Big Data and AI Marketing, Digital Service Marketing, Market Research and Brand Planning, and Big Data and Information Management Systems.

The curriculum design emphasizes "conciseness, practicality, foresight, and innovation", focusing on cultivating students’ ability to solve real-world problems. For example:

· Big Data and AI Marketing integrates lightweight TensorFlow model development and AIGC application practice;

· Market Research combines web crawler technology and NLP-based public opinion analysis;

· Digital Service Marketing introduces SCRM system and private domain operation simulation training.

Through teaching methods like "course-competition integration", "project-driven learning", and "virtual simulation", the program strengthens students’ operation skills, strategic thinking, and innovative capabilities, bridging the knowledge gap between data technology and business application.

(3) Adhere to "Collaboration"to Build a New Mechanism of Interdisciplinary and University-Enterprise Collaborative Education

Leveraging the interdisciplinary advantages of Nanchang University’s national first-class program in Business Administration, top 1% ESI-ranked Economics and Business, and Statistics (with a doctoral program), the program integrates teaching resources from the School of Management, School of Economics, and School of Computer Science to promote the integration of "business + data science + information technology".

Meanwhile, it establishes in-depth industry-education integration partnerships with enterprises such as Beijing Xiaobai Century Network Technology Co., Ltd., Ganzhou Industrialization Co., Ltd., and Shangrao Xinzhou Investment Holding Group Co., Ltd. Together, they co-develop courses, build training platforms, form teaching teams, and evaluate cultivation quality. By inviting enterprise mentors to teach, organizing students to participate in real enterprise projects, and carrying out "1+X" certificate certification (e.g., Intermediate E-commerce Data Analyst, CDA Data Analyst), the program realizes an integrated cultivation path of "theoretical teaching—case discussion—practical training—competition incubation—internship and employment", comprehensively enhancing students’ professional literacy, teamwork, and cross-boundary integration capabilities.

3. Prerequisite Knowledge Requirements

It is recommended that students have prior knowledge on courses such as Management and Marketing before enrolling in this program.

4. Target Students

Open to all students passionate about digital marketing, with no restrictions on their original major.

5. Cultivation Requirements

5.1 Ideological and Political Requirements

5.1.1 Uphold a firm political stance: Support the leadership of the Communist Party of China, practice socialist core values, and possess good ideological and moral cultivation as well as social responsibility.

5.1.2 Abide by professional ethics: Familiarize with laws, regulations, and industry norms related to digital marketing and data analysis; cultivate awareness of integrity, compliance, and data ethics.

5.1.3 Serve national strategies: Have a sense of mission and responsibility to serve the national digital economy strategy and regional economic development, and apply professional knowledge to the advancement of Chinese modernization.

5.2 Knowledge Requirements

5.2.1 Master foundational marketing theories: Systematically grasp basic theories of management, economics, marketing, and statistics; understand the digital business ecosystem and the operating mechanism of platform economy.

5.2.2 Proficient in data tool skills: Skillfully use data analysis tools such as Python, SQL, Tableau, and SPSS; possess capabilities in data collection, cleaning, visualization, and modeling.

5.2.3 Understand cutting-edge marketing developments: Familiarize with frontier technologies and trends in digital marketing and data analysis, including AIGC, intelligent recommendation, private domain operation, and data middle platforms.

5.3 Ability Requirements

5.3.1 Data analysis and mining ability: Use data analysis tools to conduct user behavior analysis, market forecasting, ROI evaluation, etc., to support marketing decision-making.

5.3.2 Digital marketing planning ability: Possess practical skills in content marketing, social media operation, e-commerce live streaming, and intelligent advertising delivery.

5.3.3 Cross-domain integration and innovation ability: Integrate data technology with business scenarios to propose innovative marketing solutions; have basic entrepreneurship and project management capabilities.

5.4 Literacy Requirements

5.4.1 Innovation spirit and critical thinking: Have strong logical thinking and problem-solving abilities; be able to think independently and propose optimization suggestions.

5.4.2 International vision and local sentiment: Understand global digital marketing trends while focusing on Chinese market needs; possess cross-cultural communication and adaptation abilities.

5.4.3 Teamwork and communication ability: Have good organizational coordination, teamwork, and expression skills; be able to work effectively in teams with multidisciplinary backgrounds.

6. Curriculum Structure, Course Semester Arrangement, and Course Schedule

Note: The schedule is subject to the actual situation of the current semester.

7. Course Descriptions

Digital Business Management

This course focuses on enterprise strategic restructuring, organizational innovation, and value creation methods in the digital economy era, covering key areas such as data analysis and decision-making, AI and machine learning applications, platform economy and ecosystem strategy, digital transformation paths, digital marketing and consumer behavior, and blockchain and fintech.

Through a combination of classic theories and cutting-edge cases, students will explore practical issues in digital transformation—including business model innovation, data-driven management, and agile organization building. Besides, team projects, simulation practices, and industry expert lectures will enhance students’ comprehensive ability to solve complex business problems. The course emphasizes cultivating students’ digital thinking, technical insight, and strategic leadership, laying a solid foundation for future roles in management or decision-making in internet companies, tech firms, or digital departments of traditional enterprises.

Business Data Analysis

This course explains how to mine business value from commercial data through four levels: descriptive analysis, diagnostic analysis, predictive analysis, and prescriptive analysis.

· Descriptive analysis answers "what is happening now";

· Diagnostic analysis answers "why is this happening";

· Predictive analysis answers "what will happen in the future";

· Prescriptive analysis answers "what should we do".

The course aims to:

1. Knowledge objective: Help students form a complete knowledge system of business data analysis;

2. Ability objective: Enable students to master specific business data analysis skills;

3. Ideological and political objective: Cultivate students’ professional ethics in business data analysis, innovative and entrepreneurial spirit, and the scientific spirit of seeking truth from facts.

Upon completion, students will gain the ability to acquire, visualize, and analyze business data to extract commercial value.

Big Data and AI Marketing

This course integrates big data and AI into the marketing field, which will subvert traditional marketing models. As core technologies of the digital economy, big data and AI are driving quality, efficiency, and dynamic changes in economic development—they are also the commanding height of global industrial competition and new drivers for revitalizing the real economy and accelerating transformation and upgrading. We need to address two key questions urgently: How can traditional marketing adapt to and leverage big data and AI for transformation? How to build future-oriented marketing using these technologies?

The course has two goals:

1. Cultivate students’ ability to conduct marketing management and innovation;

2. Provide a theoretical system for training practical talents in big data and AI marketing.

It is divided into three interconnected but independent parts:

Part 1: Basic concepts and theoretical background of big data and AI marketing (Chapter 1: Introduction to Digital Intelligence Marketing);

Part 2: Core management activities based on the marketing management process (Chapters 2–5: User Portrait Management, Precision Marketing Management, Customer Experience Management, Social Customer Relationship Management);

Part 3: 4P innovation driven by big data and AI (Chapters 6–9: Digital Intelligence Product Management, Digital Intelligence Pricing Management, Digital Intelligence Channel Management, Digital Intelligence Promotion Management).

Digital Service Marketing

This course focuses on three themes of "digitalization", "high quality", and "innovation" in modern service marketing. It equips students with knowledge and abilities in digital service management, quality management, marketing mix management, and innovation management, and cultivates thinking and literacy in "digital service", "quality service", and "innovative service".

The course is structured into three parts:

Part 1: Overview and strategy of digital service marketing (Chapters 1–2: Introduction to Service Marketing, Service Marketing Strategy). It explains the connotation of service and service marketing in the digital and service economy era, introduces the impact of digital technology on service marketing, and elaborates strategic elements such as service orientation, service value proposition, and service management principles.

Part 2: Operational tools for digital service marketing and management (Chapters 3–8: Service Quality Management, Traditional 4Ps of Service, and Extended 3Ps of Service). Chapter 3 introduces the importance of customer-perceived quality in digital services and management strategies; Chapters 4–8 systematically explain marketing mix strategies in digital services.

Part 3: Marketing and management of digital services from an "innovation" perspective (Chapter 9: Service Innovation Management). It covers the connotation, required capabilities, steps, and significance of service innovation.

Market Research and Brand Planning

Focusing on the full process of brand building in the digital economy era, this course deeply integrates market data mining, brand positioning theory, and omni-media communication strategies. It covers core methods such as market environment analysis, consumer behavior insight, SWOT analysis, and competitive research, as well as cutting-edge content including brand positioning, brand personality shaping, digital marketing strategies, and ESG brand value construction.

Through practical training on real enterprise projects, students will master a complete capability system from market insight, brand strategy design, to omni-channel communication implementation. It cultivates data-driven decision-making ability and innovative thinking to adapt to the rapidly changing digital business environment.

Management Information Systems

This is a professional course for students in management-related major, aiming to help them master key management issues related to information systems and possible solutions. In the context of widespread application of information technology, big data, and AI, understanding and learning relevant content is particularly important.

The course objectives are:

1. Enable students to fully grasp the concept, structure, function, and role of management information systems;

2. Introduce basic content of management information systems from a computer science perspective;

3. Introduce system development from the aspects of methods, processes, environments, and tools;

4. Introduce several important special information systems from an application perspective.

Contact: 0791-83969464

Contact Persons: Teacher Xu, Teacher Zhao, Teacher Luo, Teacher Shuai