1. Duration and Credit Requirements

    Program Code: 5400W04

    Duration: 1 semester

    Credits: 7 credits (3 online courses)

2. Objectives

    In response to the needs of digital transformation and marketing innovation in the digital era, this micro-program establishes a training system centered on digital marketing and business data analytics, characterized by interdisciplinary integration and industry-university collaboration. The program aims to cultivate high-level digital marketing talents with a sense of national commitment, forward-looking vision, practical capabilities, and innovative spirit. The specific objectives are as follows:

     (1) Professional Orientation: Aligning with Demands of the Digital Economy and Strategic Emerging Industries

    Closely aligned with major national strategies—including the digital economy, green economic transformation, low-altitude economy development, and public welfare services—the program addresses the critical shortage of digital marketing and data analytics talent in enterprise digital transformation. It offers a curriculum system that integrates "data-driven + marketing innovation" dual-core competencies. Students will gain comprehensive knowledge of the full digital marketing lifecycle, including data collection and cleaning, user behavior analysis, intelligent recommendation systems, AIGC content generation, private domain traffic operations, and marketing performance evaluation. Graduates will be qualified for positions such as data analyst, digital marketing specialist, e-commerce operations manager, and business intelligence consultant in industries including advanced manufacturing, e-commerce, fintech, cultural media, and smart retail. Through case studies and industry standards integration, the program ensures close alignment between talent cultivation and industry needs, enhancing graduates' adaptability and competitiveness in future industrial transformations.

     (2) Fine-Tuned Curriculum: Focusing on the Intersection of Intelligent Marketing and Data Science

Built around the dual pillars of "intelligent marketing technologies" and "business data analytics," the program follows a three-tier capability framework—"core tools, scenario applications, and systems support"—offering 6 core courses (32 class hours, 2 credits each). Course modules include Digital Business Management, Business Data Analytics, Big Data and AI Marketing, Digital Service Marketing, Market Research and Brand Planning, and Big Data and Information Management Systems. The curriculum emphasizes "practicality, forward-thinking, and innovation," with hands-on components. Teaching methods incorporate "course-competition integration," "project-based learning," and "virtual simulation" to strengthen students' tool application, strategic thinking, and innovation capabilities, bridging the knowledge gap between data technology and business applications.

     (3) Collaborative Mechanism: Building Interdisciplinary and University-Enterprise Synergy

    Leveraging the multidisciplinary strengths of Nanchang University—including Business Administration (a national first-class program), Economics and Business (ESI Top 1%), and Statistics (doctoral program)—the program integrates teaching resources from the School of Economics and Management, School of Computer Science, and other departments to promote interdisciplinary knowledge integration across "business + data science + information technology." Deep industry-university partnerships have been established with enterprises such as Beijing Xiaobai Century Network Technology Co., Ltd., Ganzhou Industrialization Co., Ltd., and Shangrao Xinzhou District Investment Holding Group Co., Ltd. Collaborative efforts include joint curriculum development, shared training platforms, co-teaching teams, and coordinated quality assessment. Through industry mentor lectures, participation in real enterprise projects, and "1+X" certification programs (e.g., Intermediate E-commerce Data Analyst, CDA Data Analyst), the program implements an integrated training pathway encompassing "theoretical teaching, case seminars, practical training, competition incubation, and internship and employment," comprehensively enhancing students' professional competencies, teamwork, and cross-disciplinary integration abilities.

3. Prerequisite Knowledge

    It is recommended that students have prior knowledge of courses such as Management and Marketing.

4. Target Student

    The program is open to all students passionate about digital marketing, regardless of their major.