The Business Administration Program at Nanchang University (with four specialized tracks: Innovation and Entrepreneurship & Strategic Management, Digital Marketing & Business Management, Organizational Leadership & Data Science, and International Business) is a National First-Class Undergraduate Program Construction Site, a National Characteristic Major, and a Provincial Brand Major. Adapting to the new economic development needs driven by technological revolutions and industrial transformations, the program offers core courses such as Management, Microeconomics, Macroeconomics, Strategic Management, Human Resource Management, Organizational Behavior, Digital Business Management, Business Data Analysis, and Big Data Commercial Applications. It aims to cultivate innovative and applied interdisciplinary talents, who are capable of excelling in economic management roles across enterprises, public institutions, and administrative departments, with capabilities in digital economy business management, tech enterprise innovation management, multinationals international management, and industrial commerce comprehensive management.

Innovation and entrepreneurship is an emerging interdisciplinary subject integrating knowledge from management, innovation and entrepreneurship science, economics, and corporate governance. Aligning with Nanchang University’s talent cultivation philosophy, the undergraduate education in this track aims to nurture well-rounded individuals (morally, intellectually, physically, aesthetically, and laboriously)for China’s scientific and technological progress who grasp the laws of innovation and entrepreneurship in the digital economy era, possess innovative spirit and technological insight, understand governance art and leadership, and are familiar with business practices. Specifically, it focuses on "Business + Leadership + Innovation-Based Entrepreneurship + Technological Insight" in terms of program positioning, competency and knowledge system construction, faculty development, and teaching/cultivation scheme design.

The Digital Marketing & Business Management evolves from the original Marketing Management. To meet the demands of the times, it has upgraded and transformed against the backdrop of the Internet and big data. By adding cutting-edge marketing courses (e.g., Digital Marketing, Big Data Commercial Applications, Digital Business Management), adjusting experimental courses, and optimizing the curriculum system, the track aims to cultivate high-end marketing talents, strengthening students’ abilities in data analysis and marketing decision-making to align with societal and corporate needs.