市场营销本科专业人才培养方案
(学科门类：管理学 专业类：工商管理类 专业代码：120202)
Talent Training Program of Undergraduate Students of Marketing
(SubjectCategory:Management Speciality:Business Administration SpecialityCode:120202)
一、培养目标Training Objectives
本专业面向国家新经济发展和地方经济发展人才需要，坚持立德树人，培养政治思想过硬，德智体美劳全面发展，有家国情怀，具有管理学、经济学、市场经济运作、现代营销管理等专业知识；具有较强的语言表达、人际沟通以及分析和解决营销实际问题的能力；具有开阔的国际视野、本土的人文情怀、灵活的营销思维、创新创业精神，能在市场竞争与营销战略、营销策略以及网络营销等领域从事理论研究、实战运用、营销管理等工作的高素质应用型人才。
本专业学生毕业后，通过5年左右的实践，期望达到以下目标：
（一）适应国家经济发展需要，把握营销学科的理论前沿及发展动态，具有良好的心理承受能力和应变能力，拥有健康的体魄。具有良好职业素养、职业道德和社会责任感。
（二）能够运用现代营销工具及营销基础知识开展市场调查、市场开发与推广、品牌建设与管理、客户服务与销售管理、营销方案策划与执行等工作，能够成为企事业单位销售主管、营销策划主管、销售经理、市场部经理、营销策划经理、分公司经理等中高层营销管理者。
（三）具备较强的行业和市场洞察力、执行力，具有较强的创新、创业意识与坚韧不拔的精神，能够在行业领域进行开创性的工作。
（四）具备营销战略规划的能力、营销流程的设计能力和综合管理能力；具有良好的外语和计算机应用能力，获取信息与处理能力；对社会具有较好的适应能力、较强的学习和更新知识的能力；同时具有较强的营销策划能力、组织管理能力和综合创新能力。
（五）具有创新创业精神，强烈的社会责任感和真诚奉献社会的意识；具备终身学习和自我提升的能力，具有一定的国际视野和跨界经营的营销视野，具备持续适应不断变化社会环境的能力。
This major is oriented towards the new economic development of the country and the local economic development talent needs, adhere to the moraleducation, cultivate political ideology, comprehensive development of moral, intellectual, physical, aesthetic andlabor, withthe emotion of“family and country”, with management, economics, market economy operation, modern marketing management and other professional knowledge;cultivate the high quality application talents whohave strong language expression, interpersonal communication and the ability to analyze and solve practical problems in marketing;as well as theyhave a broad international vision, engage in theoretical research, practical application and marketing management in the fields of market competition and marketing strategy, marketing strategy and online marketing.
After graduation, students of this major are expected to achieve the following objectives through about 5 years of practice.
(1)to adapt to the needs of national economic development, grasp the theoretical frontier and development of marketing disciplines, have good psychological tolerance and resilience, and possess a healthy physique. To have good professionalism, professional ethics and a sense of social responsibility.
(2)Be able to use modern marketing tools and basic marketing knowledge to carry out market research, market development and promotion, brand building and management, customer service and sales management, marketing plan planning and execution, and be able to become middle and senior marketing managers such as sales supervisor, marketing planning supervisor, sales manager, marketing manager, marketing planning manager and branch manager in enterprises and institutions.
(3)Possess strong industry and market insight and execution, and have a strong sense of innovation, entrepreneurship and perseverance, and be able to work pioneeringly in the industry field.
(4)Have the ability to plan marketing strategies, design marketing processes and comprehensive management skills; have good foreign language and computer application skills, access to information and processing skills; have good adaptability to society, strong ability to learn and update knowledge; also have strong marketing planning skills, organisational management skills and comprehensive innovation skills.
(5) A spirit of innovation and entrepreneurship, a strong sense of social responsibility and a sense of sincere dedication to society; the ability for lifelong learning and self-improvement, a certain international perspective and a marketing vision for cross-border business, and the ability to continuously adapt to the ever-changing social environment.
二、学制、修业年限、学位Educational System、Length of Schooling、Academic Degree
基本学制：4年修业年限：3-8年学位：管理学学士
Basic educational system：4 yearsLength of schooling:3 to 8 years
Academic degree:Bachelor ofManagement
三、学分、学时与课程结构Credit、Studying Hours and Course Structure
毕业学分：161学分
Graduation credits:161 credits
课程结构Course Structure：
课程平台 CoursePlatform |
课程类型 Course Type |
学分数 Credits |
学时数 Studyinghours |
学分数分配 Academic Score Distribution |
课程类型 学分占比 （%） Percentage of Credits of Course Type |
课程平台 学分占比 （%） Percentage of Credits on TheCourse Platform |
理论学分 Theoretical Credits |
实践学分 Practical Credits |
通识教育 General Education |
必修Compulsory Courses |
41.5 |
644 |
39.5 |
2 |
25.78 |
30.75 |
选修 Selective Courses |
8 |
128 |
8 |
0 |
4.97 |
专业教育 Professional Education |
必修 Compulsory Courses |
42 |
672 |
42 |
0 |
26.09 |
32.3 |
选修 Selective Courses |
10 |
160 |
10 |
0 |
6.21 |
应用教育 Applied Education |
必修 Compulsory Courses |
35.5 |
344 |
0 |
35.5 |
22.05 |
30.37 |
选修 Selective Courses |
15 |
480 |
0 |
15 |
9.32 |
双创教育 Education of Entrepreneurship and Innovation |
必修 Compulsory Courses |
5 |
32 |
2 |
3 |
3.11 |
5.59 |
选修 Selective Courses |
4 |
128 |
0 |
4 |
2.48 |
合计Total |
161 |
2588 |
101.5 |
59.5 |
100 |
100 |
占比Proportion（%） |
100 |
100 |
63.04 |
36.96 |
100 |
100 |
四、主干学科Main Disciplines
工商管理Business Administration
五、核心课程Core Courses
市场营销学、电子商务、消费者行为学、物流管理、销售管理、商务谈判、客户关系管理、市场调查
Marketing, ElectronicCommerce, ConsumerBehavior, LogisticsManagement, SalesManagement, BusinessNegotiation, Customer Relationship Management, MarketInvestigation
六、教学计划表Teaching Schedule
（一）通识教育General Education
课 程 平 台 Course Platform |
课 程 类 别 Course category
|
课 程 模 块 Modular Course
|
课程 编号 Course Number
|
课程名称 Course Name
|
学 分 数Credit
|
总 学 时Total Class Hours
|
总学时分配Total class hour allocation |
周 学 时 Weekly class hour |
开 设 学 期Term
|
考 核 方 式Assessment
|
备 注 Remarks |
理论 学时Theoretical Class Hours
|
实践 学时Practice Hours
|
通 识 教 育 General Education |
必 修 Compulsory Courses |
思想 政治 Ideology and Politics |
1090010001 |
思想道德与法治 Ideological Morality and Rule of Law |
3 |
48 |
40 |
8 |
3 |
1 |
考试 |
|
1090010002 |
中国近现代史纲要 Outline of Modern and Contemporary Chinese History |
3 |
48 |
40 |
8 |
3 |
2 |
考试 |
|
1090010003 |
马克思主义基本原理 The Basic Principles of Marxism |
3 |
48 |
40 |
8 |
3 |
3 |
考试 |
|
1090010004 |
毛泽东思想和中国特色社会主义理论体系概论 Introduction to Mao Zedong Thought and the Theoretical System of Socialism with Chinese Characteristics |
5 |
80 |
72 |
8 |
5 |
4 |
考试 |
|
1090010005 （01-08） |
形势与政策 Situation and Policy |
2 |
32 |
32 |
0 |
- |
1-8 |
考查 |
|
大学 外语University of Foreign Languages |
详见通识教育必修课程大学外语模块课程开设表Ⅰ-2 |
8 |
128 |
128 |
0 |
2 |
1-4 |
考查 |
|
军事 教育Military Education |
1680010001 |
军事训练与入学教育 Military Training and Entrance Education |
2W |
- |
- |
- |
- |
1 |
考查 |
|
1680010002 |
军事理论Military Theory |
2 |
36 |
32 |
0 |
2 |
2 |
考查 |
4学时线上授课 |
安全 教育 SafetyEducation |
1680010003 |
国家安全教育 NationalSafety Education |
1 |
16 |
16 |
0 |
1 |
3 |
考查 |
|
大学 体育 P.E. |
详见通识教育必修课程体育俱乐部模块课程开设表Ⅰ-4 |
8 |
128 |
16 |
112 |
2 |
1-4 |
考查 |
|
心理 健康Mental Health |
1200010001 |
大学生心理健康教育 Mental Health of College Students |
2 |
32 |
32 |
0 |
2 |
1 |
考查 |
|
劳动 教育Labor Education |
1430010001 |
劳动教育理论 Labor Education Theory |
0.5 |
16 |
16 |
0 |
- |
3 |
考查 |
线上8学时 线下8学时 |
信息 技术InformationTechnology |
详见通识教育必修课程信息技术模块课程开设表Ⅰ-5 |
2 |
32 |
20 |
12 |
2 |
2 |
考查 |
|
小计Subtotal |
41.5 |
644 |
484 |
156 |
|
|
|
4 |
选修 Elective Courses |
详见通识教育选修课程开设表Ⅱ Elective CourseⅡ |
8 |
128 |
128 |
0 |
|
|
考查 |
|
小计Subtotal |
8 |
128 |
128 |
0 |
|
|
|
|
合计Total |
49.5 |
772 |
612 |
156 |
|
|
|
4 |
（二）专业教育Professional Education
课 程 平 台 Course Platform |
课 程 类 别course Category |
课 程 模 块Modular Course
|
课程 编号 CourseNumber
|
课程名称Course Name |
学 分 数Credit |
总 学 时 Total Class Hours
|
总学时分配 Total class hour allocation |
周 学 时Weekly class hour |
开 设 学 期Term |
考 核 方 式Assessment
|
备 注Remarks |
理论学时Theoretical Class Hours |
实践学时Practice Hours
|
专业教育ProfessionalEducation |
必 修 Compulsory Courses |
专业基础 Professional Foundation |
1040320001 |
经济数学一Economic MathematicsⅠ |
3 |
48 |
48 |
0 |
3 |
1 |
考查 |
|
1040320002 |
经济数学二Economic MathematicsII |
3 |
48 |
48 |
0 |
3 |
2 |
考查 |
|
1040320003 |
会计学 Accounting |
3 |
48 |
48 |
0 |
3 |
1 |
考查 |
|
1040320007 |
管理学 Management |
3 |
48 |
48 |
0 |
3 |
1 |
考试 |
|
1040320006 |
西方经济学Western Economics |
3 |
48 |
48 |
0 |
3 |
2 |
考查 |
|
1040120101 |
人力资源管理Human Resources Management |
3 |
48 |
48 |
0 |
3 |
6 |
考试 |
|
专业核心 Core Class |
1040320003 |
市场营销学Marketing |
3 |
48 |
42 |
6 |
3 |
2 |
考试 |
|
1040120109 |
电子商务Electronic Commerce |
3 |
48 |
48 |
0 |
3 |
2 |
考试 |
|
1040120102 |
消费者行为学Consumer Behavior |
3 |
48 |
48 |
0 |
3 |
3 |
考试 |
|
1040120103 |
市场调查 Market Research |
2 |
32 |
32 |
0 |
2 |
3 |
考试 |
|
1040120108 |
营销策划Marketing Planning |
2 |
32 |
32 |
0 |
2 |
3 |
考试 |
|
1040120104 |
客户关系管理Customer Relationship Management |
3 |
48 |
48 |
0 |
3 |
4 |
考试 |
|
1040120105 |
销售管理 Sales Management |
3 |
48 |
48 |
0 |
3 |
4 |
考试 |
|
1040120106 |
商务谈判 Business Negotiation |
3 |
48 |
48 |
0 |
3 |
5 |
考试 |
|
1040120107 |
物流管理Logistics Management |
2 |
32 |
32 |
0 |
2 |
5 |
考试 |
|
小计Subtotal |
42 |
672 |
666 |
6 |
|
|
|
|
选 修 Elective Courses |
学科专业Discipline Major |
1040120201 |
经济法 Economic Law |
2 |
32 |
32 |
0 |
2 |
3 |
考查 |
|
1040120202 |
组织行为学Organizational Behavior |
2 |
32 |
32 |
0 |
2 |
3 |
考查 |
|
1040120203 |
公共关系学 Public Relations |
2 |
32 |
32 |
0 |
2 |
3 |
考查 |
|
1040120205 |
营销英语Marketing English |
2 |
32 |
32 |
0 |
2 |
4 |
考查 |
|
1040120206 |
网络营销 Network Marketing |
2 |
32 |
32 |
0 |
2 |
4 |
考查 |
|
1040120207 |
广告学Advertising |
2 |
32 |
32 |
0 |
2 |
4 |
考查 |
|
1040120208 |
数字营销 Digital Marketing |
2 |
32 |
32 |
0 |
2 |
5 |
考查 |
|
1040120209 |
财务管理Financial Management |
2 |
32 |
32 |
0 |
2 |
5 |
考查 |
|
1040120210 |
金融学 Finance |
2 |
32 |
32 |
0 |
2 |
5 |
考查 |
|
1040120211 |
服装供应链管理Apparel Supply Chain Management |
2 |
32 |
32 |
0 |
2 |
5 |
考查 |
|
1040120212 |
服装商品企划Apparel Commodity Planning |
2 |
32 |
32 |
0 |
2 |
5 |
考查 |
|
1040120213 |
会展策划Exhibition Planning |
2 |
32 |
32 |
0 |
2 |
7 |
考查 |
|
1040120214 |
统计学Statistics |
2 |
32 |
32 |
0 |
2 |
6 |
考查 |
|
1040120215 |
品牌管理 Brand Management |
2 |
32 |
32 |
0 |
2 |
6 |
考查 |
|
1040120216 |
商务礼仪 Business Etiquette |
2 |
32 |
32 |
0 |
2 |
6 |
考查 |
|
1040120217 |
国际市场营销International Marketing |
2 |
32 |
32 |
0 |
2 |
6 |
考查 |
|
1040120218 |
新媒体营销 New Media Marketing |
2 |
32 |
32 |
0 |
2 |
6 |
考查 |
|
1040120219 |
商务数据分析 与应用 Business Data Analysis and Application |
2 |
32 |
32 |
0 |
2 |
7 |
考查 |
|
1040120220 |
服装陈列与展示 |
2 |
32 |
32 |
0 |
2 |
7 |
考查 |
|
1040120221 |
零售管理 Retail Management |
2 |
32 |
32 |
0 |
2 |
7 |
考查 |
|
1040120222 |
渠道管理 Channel Management |
2 |
32 |
32 |
0 |
2 |
7 |
考查 |
|
小计Subtotal |
10 |
160 |
160 |
0 |
|
|
|
|
合 计Total |
52 |
832 |
826 |
6 |
|
|
|
|
（三）应用教育Applied Education
课 程 平 台Course Platform |
课 程 类 别Course category
|
课 程 模 块 Modular Course
|
课程 编号 Course Number
|
课程名称 Course Name
|
学分数 /周数(W) Credit/Weeks(W)
|
总 学 时Total Class Hours
|
总学时分配 Total class hour allocation |
开 设 学 期Term
|
考 核 方 式Assessment
|
备 注Remarks |
理论学时Theoretical Class Hours
|
实践学时Practice Hours
|
应用教育Applied Education |
必修CompulsoryCourse |
实验实训课程Experimental Training Course |
1040130001 |
市场调查实践 Market Research Practice |
2 |
64 |
16 |
48 |
3 |
考查 |
|
1040130002 |
营销策划实践marketing schemingPractice |
2 |
64 |
16 |
48 |
3 |
考查 |
|
1040130003 |
销售管理实训 Sales management training |
2 |
64 |
16 |
48 |
4 |
考查 |
|
1040130004 |
新媒体运营实训 New media operation training |
2 |
64 |
16 |
48 |
6 |
考查 |
|
1040130005 |
专业综合实训 Professional comprehensive practical training |
2 |
64 |
16 |
48 |
7 |
考查 |
|
课程设计/论文Course Design/Thesis |
1040130006 |
消费者行为分析课程论文Consumer Behavior Analysis course paper |
1W |
- |
- |
- |
3 |
考查 |
|
1040130007 |
客户关系管理课程论文Customer Relationship Management course paper |
1W |
- |
- |
- |
4 |
考查 |
|
劳动教育 Labor education |
1430010119 |
劳动教育实践Labor Education Practice |
1.5 |
24 |
0 |
24 |
1-7 |
考查 |
|
实习项目Internship Program |
1040130008 |
认知实习 Cognitive Practice |
1W |
- |
- |
- |
2 |
考查 |
|
1040130009 |
专业实习（一）Professional Internship I |
1W |
- |
- |
- |
4 |
考查 |
|
1040130010 |
专业实习（二）Professional InternshipⅡ |
2W |
- |
- |
- |
6 |
考查 |
|
1040130011 |
毕业实习Graduation Internship |
8W |
- |
- |
- |
8 |
考查 |
|
毕业设计/论文Graduation Project(Thesis) |
1040130012 |
毕业设计/论文Graduation Project(Thesis) |
10W |
- |
- |
- |
8 |
考查 |
|
小计Subtotal |
35.5 |
344 |
80 |
264 |
|
|
|
选修Elective Course |
产教融合项目 （一） Industry Education Integration Project 1 |
1040130013 |
数字化智能营销Digital Intelligent Marketing |
7.5 |
240 |
64 |
176 |
5-6 |
考查 |
三选二，修满15学分 |
产教融合项目（二） Industry Education Integration Project2 |
1040130014 |
品牌战略管理Brand Strategy Management |
7.5 |
240 |
64 |
176 |
5-6 |
考查 |
产教融合项目（三） Industry Education Integration Project3 |
1040130015 |
直播营销 Live Marketing |
7.5 |
240 |
64 |
176 |
5-6 |
考查 |
小计Subtotal |
15 |
480 |
128 |
352 |
|
|
|
合计Total |
50.5 |
824 |
256 |
568 |
|
|
|
（四）双创教育Education of Entrepreneurship and Innovation
课 程 平 台Course Platform |
课 程 类 别Course category |
课 程 模 块Modular Course |
课程 编号 Course Number
|
课程名称 Course Name
|
学分数 /周数(W) Credit |
总 学 时Total Class Hours
|
总学时分配 Total class hour allocation |
开 设 学 期Term |
考 核 方 式Assessment
|
备 注Remarks |
理论学时Theoretical Class Hours
|
实践学时Practice Hours |
双创教育Education of Entrepreneurship and Innovation |
必修CompulsoryCourses |
创新创 业理论 Innovation and Entrepreneur ship Theory |
1190010001 |
职业生涯规划 Career Planning |
0.5 |
8 |
8 |
0 |
1 |
考查 |
|
1190010002 |
创新创业基础Innovation and Entrepreneurship |
1 |
16 |
16 |
0 |
4 |
考查 |
|
1190010003 |
创业就业指导Entrepreneurship and Employment Guidance |
0.5 |
8 |
8 |
0 |
7 |
考查 |
|
第二课 堂项目Lesson Two Hall Project |
1450010001 |
创新创业创优Innovation and Entrepreneur ship |
1 |
- |
- |
- |
1-7 |
考查 |
累计修满3学分 |
课外科技活动Extracurricular Scientific and Technological Activities |
1 |
- |
- |
- |
1-7 |
考查 |
团学工作履历 League Work |
1 |
- |
- |
- |
1-7 |
考查 |
社会实践 Social Practice |
1 |
- |
- |
- |
1-7 |
考查 |
志愿服务活动Volunteer Service |
1 |
- |
- |
- |
1-7 |
考查 |
特色发展项目Characteristic Development Project |
1 |
- |
- |
- |
1-7 |
考查 |
小计Subtotal |
5 |
32 |
32 |
0 |
|
|
|
选修Elective Courses |
创新创 业项目(一) Innovation and Entrepreneur ship Project 1 |
1710040001 |
科研赛事项目Discipline Competition |
4 |
- |
- |
- |
1-7 |
考查 |
四选一，修满4学分 |
创新创 业项目(二) Innovation and Entrepreneur ship Project 2 |
1710040002 |
SYB+实操项目SYB+PracticalOperationProject |
4 |
- |
- |
- |
7 |
考查 |
创新创 业项目（三）Innovation and Entrepreneur ship Project 3 |
1710040003 |
真实创业项目 RealEntrepreneurialProjects |
4 |
- |
- |
- |
7 |
考查 |
专业拓 展项目Professional Development Project |
1710040004 |
营销思维综合训练Comprehensive Training of Marketing Thinking |
4 |
128 |
32 |
96 |
7 |
考查 |
小计Subtotal |
4 |
128 |
32 |
96 |
|
|
|
合计Total |
9 |
160 |
64 |
96 |
|
|
|
