The program is dedicated to cultivating composite, applied, and innovative talents with good political, scientific, and humanistic literacy, strong social adaptability, and self-development abilities.

This major offers two directions: “Marketing Engineering” and “Comprehensive Business Administration”. The direction of “marketing engineering” focuses on cultivating innovative talents with good abilities in business data analysis, digital and intelligent operation, brand management, as well as market communication and expansion; The direction of “Comprehensive Business Administration” focuses on cultivating compound talents who are proficient in theoretical knowledge of management and have a systematic grasp of professional knowledge and practical skills in one or several fields.

After graduation, students can work in relevant organizations such as industrial and commercial enterprises, public institutions, government departments, financial institutions, etc. to engage in professional management work such as marketing and business. They can also continue their studies in the field of management and administration.