| 市场营销专业本科培养方案 |
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| Undergraduate Program for Marketing |
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| 一、专业名称与代码 |
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| 专业名称：市场营销 Marketing |
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| 专业代码：120202 |
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| 二、专业培养目标 |
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| 本专业培养适应深度全球化背景下国家和地方经济社会发展需要，胸怀建设中国特色社会主义理想，具有健全的人格心智、良好的道德情操、扎实的理论功底、较强的实践能力，并富于创新精神和人文关怀的高素质应用型人才。能胜任工商企业、政府机构、研究机构以及职业学校等的市场调研、营销策划、销售管理和教学科研等方面及相关领域的工作。 |
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| 三、专业培养要求 |
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1.热爱社会主义祖国，拥护中国共产党领导，坚持社会主义核心价值观，具有爱国爱民的社会担当精神，具有强烈的进取心和忧患意识，具有艰苦奋斗、诚实守信的良好品质。
2.具有良好的思想道德素养、科学人文素养、人格心智素养、学科专业素养；具有较强的基础能力、专业能力、实践能力和创新能力，并在自主学习、表达沟通、信息处理、数理分析、经管思维等五大基础能力方面具有明显优势。
3.具有良好的工商企业管理基础理论素养与营销业务理论素养；具有较强的市场调研能力、市场分析能力、营销策划能力、销售管理能力、客户管理能力。 |
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| 四、学制与学位 |
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本专业实行4学年的基本学制；按学分制管理、实行弹性学习年限（3-6年）。
按教学计划和有关规定，提前学完全部课程并取得相应学分，符合毕业条件者，允许提前毕业（修业年限不得少于3年）或辅修第二专业。学生学习年限不得超过6年。
在规定学制内，修满各教学环节规定的学分，成绩合格，毕业论文（设计）达到要求，方可毕业。符合学校学士学位授予条件的毕业生，授管理学学士学位。 |
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| 五、课程设置与学分分配 |
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本专业课程体系包括公共基础课、通识课、学科共同课、专业课、高峰体验、儒魂商才综合素质训练等模块。主要核心课程包括：微观和宏观经济学、管理学、信息管理、会计学、市场营销学战略管理、市场调研、消费者行为学、广告学、营销诊断与策划等。
总学分为175学分,其中课程教学环节138学分，学科专业体验模块27学分，儒魂商才综合素质训练10学分。课程教学环节中，公共基础课55学分，通识课16学分（其中限选课8学分，任选课8学分），学科共同课35学分，专业课32学分。学科共同课的实验实践教学学时占该类总学时的18%，专业课的实验实践教学学时占该类总学时不低于30%。课程教学总学时2384学时。 |
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| 六、高峰体验模块 |
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| 高峰体验模块由新生学习体验、学科专业体验、毕业就业体验三个模块组成，其中，学科专业体验模块包括处级体验、中级体验和高级体验三个部分。 |
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| 市场营销专业教学计划 |
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| 知识 平台 Knowledge Platform |
课程 类别Course Category |
课程 编号 No. |
课程名称
Course Title |
学分 Credit |
学时 Hour |
学时类型
Credit Hour Type |
开课学期 Term |
任课 单位 School/Department |
备注 Memo |
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| 讲授 Teaching |
实验 Experiment |
实践Practice |
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| 公共基础课 Public Foundation |
必修课 Required |
思想政治理论课 Ethics |
1 |
形势与政策 Current Affairs & Policy |
1 |
3次/学期 |
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1-6 |
马克思主义学院
SOM |
加*号课程为学位课程 Degree Courses + “*” |
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| 2 |
思想道德修养与法律基础
Ethics & Principles of Law |
3 |
48 |
48 |
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1 |
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| 3 |
马克思主义基本原理*
Fundamental Principles of Marxism |
3 |
48 |
48 |
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2 |
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| 4 |
中国近现代史纲要
Conspectus of Chinese Modern History |
2 |
32 |
32 |
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3 |
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| 5 |
毛泽东思想和中国特色社会主义理论体系概论* Maoism & Theory of Socialism with Chinese Characteristics |
4 |
64 |
64 |
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4 |
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| 6 |
贵州省情 Generral Introduction to Guizhou Province |
1 |
16 |
16 |
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1 |
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| 公共课 Basic |
7 |
大学语文* College Chinese |
2 |
32 |
32 |
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1 |
文法 学院
SHL |
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| 8 |
中国传统文化概论 Introduction to Chinese Traditional Culture |
2 |
32 |
28 |
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4 |
2 |
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| 9 |
大学外语* College English |
16 |
256 |
192 |
64 |
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1-4 |
外国语学院 SFL |
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| 10 |
高等数学(2)* Advanced Mathematics(2) |
6 |
128 |
122 |
6 |
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1-2 |
数统 学院
SOMS |
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| 11 |
线性代数* Linnear Algebra |
3 |
48 |
48 |
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2 |
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| 12 |
概率论与数理统计*
Probability & Statistics |
4 |
64 |
64 |
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3 |
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| 13 |
计算机应用* Computer Application |
3 |
64 |
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64 |
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1 |
信息 学院
SIS |
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| 14 |
体育 Physical Education |
4 |
128 |
8 |
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120 |
1-4 |
体工部
PED |
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| 15 |
军事理论 Military Theory |
1 |
32 |
16 |
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16 |
1 |
军事教研室DMT |
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| 公共基础课合计 Total |
55 |
992 |
718 |
134 |
140 |
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| 知识 平台 Knowledge Platform |
课程 类别Course Category |
课程 编号 No. |
课程名称
Course Title |
学分 Credit |
学时 Hour |
学时类型
Credit Hour Type |
开课学期 Term |
任课 单位 School/Department |
备注 Memo |
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| 讲授 Teaching |
实验 Experiment |
实践Practice |
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| 通识课 General courses |
限选课 Limited Optional |
1 |
国学精读 Traditional Chinese Culture Intensive Reading |
2 |
32 |
28 |
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4 |
3 |
文法 学院
SHL |
至少选修8学分 8 Credits Required Least |
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| 2 |
法学概论 Introduction to Law |
2 |
32 |
26 |
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6 |
3 |
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| 3 |
世界文明史 World Civilization History |
2 |
32 |
28 |
4 |
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2 |
马克思主义学院 SOM |
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| 4 |
哲学与批判性思维Philosophy&Critical Thinking |
2 |
32 |
28 |
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4 |
2 |
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| 5 |
经济伦理学 Economic Ethics |
2 |
32 |
26 |
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6 |
3 |
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| 6 |
商务礼仪 Business Etiquette |
2 |
32 |
26 |
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6 |
4 |
工商 学院 SBA |
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| 7 |
科学技术概论 Introduction to Science & Technology |
2 |
32 |
26 |
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6 |
3 |
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| 8 |
跨文化沟通 Cross-Culture Communication |
2 |
32 |
28 |
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4 |
4 |
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| 9 |
计算机网络与多媒体 Computer Network & Multimedia |
2 |
32 |
20 |
12 |
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3 |
信息 学院
SIS |
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| 10 |
心理学导论 Introduction to Psychology |
2 |
32 |
28 |
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4 |
2 |
公管 学院 SPA |
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| 11 |
社会学概论 Introduction to Sociology |
2 |
32 |
24 |
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8 |
4 |
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| 12 |
中国经济史 Chinese Economic History |
2 |
32 |
26 |
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6 |
3 |
经济 学院
SOE |
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| 13 |
发展经济学 Development Economics |
2 |
32 |
24 |
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8 |
4 |
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| 限选课合计 Total |
8 |
128 |
104 |
4 |
20 |
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任选课
Free Electives |
1 |
课程名称见任选课结构表
See “Free Electives ” for course titles |
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2—7 |
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至少选修4个不同类别 |
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| 2 |
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| 3 |
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| 4 |
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| 任选课合计 Total |
8 |
128 |
128 |
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| 通识课合计 Total |
16 |
256 |
232 |
4 |
20 |
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| 知识 平台 Knowledge Platform |
课程 类别Course Category |
课程 编号 No. |
课程名称
Course Title |
学分 Credit |
学时 Hour |
学时类型
Credit Hour Type |
开课学期 Term |
任课 单位 School/Department |
备注 Memo |
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| 讲授 Teaching |
实验 Experiment |
实践Practice |
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| 学科共同课 Common Courses |
必修课 Required |
1 |
工商管理学科导论 Introduction to the Discipline of Business Administration |
1 |
16 |
16 |
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1 |
工商 学院 SBA |
全部为学位课程 Degree Courses Required |
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| 2 |
管理学 Management |
3 |
48 |
38 |
4 |
6 |
3 |
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| 3 |
市场营销学 Marketing |
3 |
48 |
39 |
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9 |
4 |
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| 3 |
运营管理 Operations Management |
3 |
48 |
39 |
9 |
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5 |
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| 4 |
政治经济学 Political Economics |
2 |
32 |
28 |
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4 |
1 |
经济 学院
SOE |
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| 5 |
微观经济学 Microeconomics |
4 |
64 |
56 |
8 |
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2 |
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| 6 |
宏观经济学 Macroeconomics |
3 |
48 |
38 |
4 |
6 |
3 |
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| 7 |
信息管理 Information Management |
2 |
32 |
24 |
8 |
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5 |
信息 学院 SIS |
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| 8 |
会计学 Accounting |
4 |
64 |
52 |
12 |
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2 |
会计 学院
SOAC |
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| 9 |
公司财务 Corporate Finance |
3 |
48 |
38 |
10 |
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4 |
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| 10 |
管理会计 Management Accounting |
2 |
32 |
26 |
6 |
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5 |
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| 11 |
统计学 Statistics |
3 |
48 |
38 |
6 |
4 |
6 |
数统 学院 SOMS |
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| 12 |
经济法概论 Introduction to Economic Law |
2 |
32 |
26 |
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6 |
6 |
文法 学院
SHL |
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| 学科共同课合计 Total |
35 |
560 |
458 |
67 |
35 |
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| 知识 平台 Knowledge Platform |
课程 类别Course Category |
课程 编号 No. |
课程名称
Course Title |
学分 Credit |
学时 Hour |
学时类型
Credit Hour Type |
开课学期 Term |
任课 单位 School/Department |
备注 Memo |
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| 讲授 Teaching |
实验 Experiment |
实践Practice |
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| 专业课 Specialized Courses |
必修课 Required |
专业主干课 Core Courses |
1 |
市场调研 Market Research |
3 |
48 |
27 |
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21 |
5 |
工商 学院 SBA |
全部为学位课程 Degree Courses Required |
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| 2 |
消费者行为学（双语） Consumer Behavior（Bilingual） |
3 |
48 |
39 |
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9 |
5 |
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| 3 |
战略管理 Strategic Management |
3 |
48 |
36 |
6 |
6 |
6 |
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| 4 |
营销诊断与策划 Marketing plan |
3 |
48 |
27 |
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21 |
7 |
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| 5 |
广告学 Advertising |
3 |
48 |
39 |
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9 |
6 |
文法 学院
SHL |
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| 合计 Total |
12 |
240 |
168 |
6 |
66 |
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| 专业选修课 Optional |
1 |
课程名称见专业选修课程表
See “Optionals” for course titles |
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至少选修17学分
17 Credits at Least |
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| 2 |
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| 3 |
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| 4 |
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| 专业选修课合计 Total |
17 |
272 |
190 |
42 |
40 |
|
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|
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| 专业课合计 Total |
32 |
512 |
358 |
48 |
106 |
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|
| 课程教学合计 Total |
138 |
2320 |
1766 |
253 |
301 |
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| 专业选修课程表 |
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| 课程编号No. |
课程名称
Course Title |
学分Credit |
学时Hour |
任课 单位
School/Department |
备注Memo |
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|
| 1 |
零售营销学* Retailing Marketing |
2 |
30 |
工商 学院 SBA |
至少选修17学分 17Credits at Least（加*的为推荐优先选修课程 Elective Courses+“*” for Priority） |
|
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| 2 |
文化市场营销学 Cultural Marketing |
2 |
30 |
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| 3 |
物流管理学 Logistics Management |
3 |
45 |
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| 4 |
企业形象设计 Corporation Identity Design |
2 |
30 |
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| 5 |
品牌管理 Brand Management |
2 |
30 |
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| 6 |
管理伦理学 Ethics of Management |
2 |
30 |
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| 7 |
公司治理 Corporate Governance |
2 |
30 |
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| 8 |
国际市场营销 （双语） International Marketing |
2 |
30 |
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| 9 |
服务市场营销学* Service Marketing |
2 |
30 |
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| 10 |
企业资源计划* ERP |
2 |
30 |
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| 11 |
网络营销Web–Marketing |
2 |
30 |
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| 12 |
分销渠道管理* Management of Distribution Channels |
2 |
30 |
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| 13 |
房地产营销学 Real Estate Marketing |
2 |
30 |
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| 14 |
旅游市场营销学* Tourism Marketing |
2 |
30 |
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| 15 |
中国传统文化与企业管理* Chinese Traditional Culture and Enterprise Management |
2 |
30 |
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| 16 |
促销设计* Promotional Design |
2 |
30 |
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| 17 |
商品学 Commodity Science |
2 |
30 |
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| 18 |
公共关系学 Public relations |
2 |
30 |
|
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| 19 |
专业英语* English for Marketing |
4 |
60 |
|
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| 20 |
商务谈判 Business Negotiation |
2 |
30 |
|
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| 21 |
创业设计* Venture Design |
2 |
30 |
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| 22 |
创新与企业家精神（双语）*Innovation and Entrepreneurship |
2 |
30 |
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| 23 |
管理沟通（双语）*Management Communication |
3 |
45 |
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| 24 |
顾客资源管理*customer resource management |
2 |
30 |
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| 25 |
税法 Taxation Law |
2 |
30 |
经济 学院 SOE |
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学校首页
领导信箱
旧版回顾
