BA MARKETING
September 2025
Full time
Three or four years
Available
Suzhou
XJTLU undergraduate students earn two degrees: an XJTLU degree recognised by the Chinese Ministry of Education and a globally respected University of Liverpool degree.
Knowledge and skills
By the time you graduate from the BA Marketing, you will have:
- a comprehensive understanding of theories in marketing and related areas;
- skills to apply a wide range of models and tools to solve marketing problems;
- proficiency in qualitative and quantitative research methods for informed decision-making;
- the ability to create professional marketing plans for businesses and non-profit organisations; and
- relevant technical, interpersonal, and intellectual skills for marketing and business.
To advance in today's digital transformation and dynamic business environment, the BA Marketing programme prepares students with the skills, expertise, and intellectual sophistication necessary to face the challenges and become responsible citizens and marketing professionals.
Dr Miaomiao Liu
Programme Director
Modules
*Programme modules listed are illustrative only and subject to change. XJTLU students are advised to log in to the e-Bridge Portal to view the effectuated module structure.
Xi’an Jiaotong-Liverpool University offers a wide range of courses in the first year, including English for academic purposes (EAP), mathematics and physics, and humanities and social sciences. Click to learn more.
Core Modules
Introduction to Financial Accounting and Accountability
Foundations of Finance
Fundamentals of Marketing
Consumer Behaviour
Statistics for Business
Introduction to Human Resource Management
Introduction to Organisation and Management
Introduction to International Business and Management
Core Modules
Market Research
Qualitative Research Methods in Management Research
Integrated Marketing Communications
e-Marketing: Strategies and Techniques
Retail Marketing
Services Marketing
Corporate Social Responsibility
Entrepreneurship
Core Modules
Final Year Project
International Marketing
Critical Issues in Marketing
Relationship Marketing
Marketing Strategy
Optional Modules
International Economic Relations
E-Business Models and Strategies
Corporate Communication
Business in the Asia - Pacific Region
Managing People
Strategic Management and Business Policy
Psychological Approaches to Decision-Making
In this programme, we are encouraged to research, brainstorm in teams, create proposals, and pitch to panels just like you would in a real marketing agency. The courses are challenging and often exciting. I also got the opportunity to network with incredible people from around the world.
Wu Hua Jen
Student, BA Marketing
Careers
Career choices in marketing are diverse, as nearly every organisation interacts with customers. Our graduates work at world-leading advertising companies, public relations firms, media companies, consulting firms, healthcare organisations, pharmaceutical and chemical companies, retailers, wholesalers, equipment manufacturers, financial services, and universities. Many graduates also pursue postgraduate studies at prestigious institutions around the world, including Imperial College London, the UK; London School of Economics and Political Science, the UK; New York University, the US; University of Pennsylvania, the US; University College London; the UK; The University of Sydney, Australia; and Parsons School of Design, the US. Many marketing graduates take a different path and progress on to postgraduate studies, notably at prestigious universities and institutions around the world such as Imperial College London, London School of Economics and Political Science, New York University, University of Pennsylvania, University College London, University of Sydney, and Parsons School of Design.
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Overview
As the interface between the organisation and customers, marketing plays a vital role in the success of business and nonprofit settings. It includes all the activities related to creating, communicating, and delivering customer value.
The BA Marketing programme balances fundamentals with innovative ideas and practical skills, enhancing leadership and confidence for success in marketing and the wider business world. By fostering collaboration among scholars, students, and marketing professionals with diverse backgrounds, our programme prepares students for careers in professional sales, corporate retailing, advertising, brand management, marketing consulting, international marketing, and more.
Why should I study Marketing at XJTLU?
By studying this programme, you can expect to: