The Economics and Management Pilot Course includes five majors: Marketing, Business Administration, Financial Management, Accounting and Tourism Management. Upon admission, students will first study general education and subject-based compulsory courses (e.g. management, marketing, accounting, microeconomics, macroeconomics, applied statistics, management information systems, etc.) according to the teaching plan. In the second semester, students choose their own major according to their development goals and within the limits of the number of places available in each major within the category, and take their major courses according to the teaching plan of their chosen major.

Tel：021-62373621

Training Objectives

Marketing is a sustainable and growing major with a comprehensive system and distinctive fashion characteristics, strong disciplinary support and data frontiers, and the coordination of talent training, scientific research and social services. The major is dedicated to cultivating marketing professionals with strong ethics, solid foundation in marketing theories and methods, strong data collection and analysis skills, and outstanding marketing practice skills.

Major Courses

Management, microeconomics, macroeconomics, management information systems, applied statistics and other basic courses in business and industry. Specialised courses in marketing, market research methods, consumer behaviour, brand management, channel management, integrated marketing communication, precision marketing, online marketing, online business models, fashion marketing management, management and marketing modelling, etc.

Practical sessions

In addition to participating in corporate social practice, students in this major are required to participate in various topics of market research, analysis and planning in collaboration with enterprises in order to enhance their ability to solve practical social problems. Comprehensive computer experiments on internet marketing and comprehensive experiments on consumer behaviour are attended, and visits to various enterprises and marketing lectures are arranged. Short-term internship courses to help students understand the profession, such as introductory internship, social research and social practice, are usually offered early in their studies, while a 2-month professional internship with practical corporate exercises is also arranged in the senior year to help enhance students' employment skills and opportunities.

Professional Features

In the 2008 China University Evaluation Report, the major was ranked second in the country for similar undergraduate majors, and has been ranked in the top 20 in recent years in the ranking of Chinese universities by major. Donghua University is one of the earliest schools to offer marketing majors, and after more than 10 years of development, the professional development and curriculum have always been focused on the needs of social development. The major has a team of teachers with rich teaching experience and high academic standards. Most of the students are able to participate in the faculty's collaborative projects with companies and gain a wealth of practical knowledge, which makes them more adaptable to work and capable of solving practical problems after graduation.

In addition to the basic courses, the programme offers two specialities: Fashion Marketing and Online Digital Marketing.

Career Opportunities

Students of this major have a wide range of employment opportunities, and can adapt to the marketing and business management needs of different industries and types of industrial and commercial enterprises, as well as to the management business needs of non-enterprise type organizations.

Graduates have a wide range of career paths and can work in market data analysis, customer management, sales channel management, market area coordination and management, brand promotion and public relations, and marketing planning. Their positions can progress along the path of assistant, salesperson, supervisor, department manager, director, vice president and general manager.

Most of the graduates of this program are engaged in marketing research, marketing management and other management work in multinational companies such as L'Oreal, AC Nielsen and BASF, state-owned enterprises such as ICBC, and private enterprises. Industries covered include finance, fashion, consulting, information services, communications, exhibitions, biomedicine, department stores and retail, logistics, textiles and clothing. Many graduates of the program have gone on to become the backbone of business management. Some students have also chosen to start their own businesses, using what they have learnt to develop and grow their own businesses. Career paths for graduates include product marketing managers, brand managers, market research analysts and other managers. The employment rate for graduates in the last five years has been around 99%.

Graduates can pursue postgraduate studies at home and overseas. Outstanding graduates of the program can be recommended for exemption from postgraduate study.

Tel：021-62373959

Mail：lius@dhu.edu.cn; cly@dhu.edu.cn

Training Objectives

The major cultivates senior professionals who are of good conduct, have a solid understanding of modern economic theories, are proficient in modern management theories and methods, and have a broad knowledge of the relevant fields of management and the ability to expand and penetrate into management-related fields.

Main Courses

Management, Accounting, Microeconomics, Macroeconomics, Fundamentals of Economic Law, Applied Statistics, Marketing, Management Information System and other basic courses in business and industry. Project management, fashion supply chain management, international business management, corporate governance, customer management, service management, database systems and applications, management research methods, business model design and innovation and other specialized courses.

Practical Sessions

In addition to participating in corporate social practice, students in this program are required to participate in a variety of research, analysis and planning projects in collaboration with companies to enhance their ability to solve practical problems in society. Students are required to participate in business simulations, entrepreneurial decision-making, various company visits and lectures. The program offers short internship courses such as social research and social practice early in their studies to help students understand the profession, as well as a two-month professional internship in the senior year for practical corporate exercises to help enhance students' employability skills and opportunities.

Professional Features

This major cultivates business management talents who are proficient in management optimisation and decision-making methods with a broad-based and integrated approach. The major covers accounting, finance, marketing, logistics, human resources and other aspects of business management functions. The emphasis on integration is the direction in which the Business Administration major is being built. The major strengthens students' optimisation and decision-making thinking through courses in operations research, operations management, project management and decision-making, enabling students to apply their basic knowledge in a coherent way by offering comprehensive courses such as business decision-making simulations, so that they can become senior personnel who are both applied, innovative and integrated.

In addition to the basic courses, the program offers two specialities: Fashion Management and Digital Management.

Tel：021-62373959

Mail：lius@dhu.edu.cn; cly@dhu.edu.cn  

Training Objectives

       The major cultivates talents with comprehensive development in moral, intellectual and physical aspects, who can adapt to economic globalization and market competition, and systematically master the basic theories of modern economy, knowledge of modern enterprise management, basic theories and professional skills of financial management, finance and accounting. They master the knowledge of raising and using corporate funds, examine the inner rules of business operation and financial market operation from the perspective of corporate finance, and understand the theory and practice of Chinese finance. They work in corporate finance or financial management practices in large and medium-sized enterprises, financial advisory firms, financial institutions, investment companies, economic management departments and research and educational institutions.

Main Courses

       Finance, Financial Accounting, Financial Management, Cost Management Accounting, Investment Science, Financial Analysis, Enterprise Business Decision System, Commercial Bank Management, Economic Law and Tax Law, Corporate Governance, Enterprise Internal Control, Risk Management, Securities and Investment, Advanced Financial Management, etc.

Practical sessions

       Basic experiments in management: e-commerce simulation and customer relationship management.

       Comprehensive experiments and internships in accounting: accounting manual simulation experiments, multimedia simulation financial comprehensive experiments, training and internships in the use of financial software, and internships in auditing in accounting firms.

Professional Features

       The major emphasizes the cultivation of complex financial talents on the basis of strong foundation and practice, and sets two directions of management informationization and corporate finance based on the mastery and application of financial accounting knowledge and the development trend of management informationization and financial investment. The core courses are taught bilingually, with an emphasis on linking theory to practice and improving students' ability to apply financial knowledge, financial investment and business management knowledge under the conditions of network information technology.

Career Opportunities

       Graduates are engaged in financial management work in large and medium-sized enterprises and institutions, such as fund management and corporate tax planning, and become accountants and financial managers; they are engaged in investment and financing management, tax planning and other professional financial services in consulting agencies, financial institutions and foreign-related institutions, and become financial analysts; they work in government economic management departments such as finance, taxation and industry and commerce, and become civil servants. Graduates generally work for financial and consultancy institutions such as PricewaterhouseCoopers, UFIDA, AIA, ICBC, China Merchants Bank, major civil aviation companies, and various enterprises and institutions. Graduates can pursue postgraduate studies in China and overseas.

       Outstanding graduates of the program can be recommended to pursue master's degree without examination.

Tel：021-62373991/62373959

Mail：lius@dhu.edu.cn; cly@dhu.edu.cn  

Training Objectives

The major cultivates talents with comprehensive development in moral, intellectual and physical aspects, who can adapt to economic globalization and market competition, systematically master modern economic basic theories and modern enterprise management knowledge, basic theories and professional knowledge skills of finance and accounting, they are familiar with relevant national guidelines, policies and regulations as well as domestic and international accounting standards, accounting systems of enterprises, accounting systems of administrative institutions and tax laws and other regulations, they are skilled in using computers to deal with financial and accounting operations, they are engaged in accounting practice work in enterprises, administrative institutions, accounting firms, economic management departments and research institutions, educational institutions.

Main Courses

Management, Basic Accounting, Applied Statistics, Intermediate Financial Accounting, Cost Accounting, Financial Management, Management Accounting, Auditing, Economic Law, Tax Law, Advanced Financial Accounting, Accounting Software Applications, Accounting for Government and Non-Profit Organisations, Financial Analysis, Risk Management, Taxation (F6) Financial Reporting (F7) Audit and Assurance Practice (F8), etc.

Practical sessions

Basic experiments in management: e-commerce simulation and customer relationship management.

Comprehensive experiments and practice in accounting: accounting manual simulation experiments, multimedia simulation accounting comprehensive experiments, training and practice in the use of financial software, audit practice in accounting firms.

Professional Features

The program emphasizes the international and career-oriented characteristics of accounting talents training on the basis of strong foundation and practice, and has two directions: Certified Public Accountant (CPA) and International CPA. The curriculum of the CPA program is aligned with CPA, which enables students to grasp a comprehensive accounting knowledge system and focuses on the improvement of their analytical and practical skills, while the ACCA program embeds the professional curriculum of the Association of Chartered Certified Accountants into the program and encourages students to participate in international professional qualifications.

Career Opportunities

Graduates are engaged in financial, accounting and management work in large and medium-sized enterprises and institutions, and they become accountants and financial controllers; they work in accounting, financial management, auditing, consulting and other professional services in accounting firms, consulting organizations, financial institutions and foreign-related organizations and they become certified public accountants; they work in government economic management departments such as finance and taxation, and they become civil servants.  Graduates are distributed in various accounting firms such as KPMG and EY, famous enterprises at home and abroad such as Baosteel and Siemens, and financial institutions such as Bank of China and China Merchants Bank. Graduates can pursue postgraduate studies at home and abroad.

Outstanding graduates of the program can be recommended to pursue master's degree without examination.

Tel：021-62373991/62373959

Mail：lius@dhu.edu.cn; cly@dhu.edu.cn  

Training Objectives

The major cultivates students with a comprehensive development of morality, intellect and physique, who have a global vision, master the basic theories and methods of tourism management, are familiar with the frontier knowledge of tourism industry development, have professional skills in tourism, have high moral and professional qualities, and possess good thinking and creative qualities. They are able to work in tourism administration departments at all levels, traditional tourism enterprises (travel agencies, hotels, scenic spots, airlines, theme parks, etc.), as well as in all kinds of new tourism organizations (online tourism enterprises, business travel companies, travel management companies, tourism financial investment institutions, tourism real estate companies, tourism cultural media organizations, exhibition companies, etc.) and tourism-related departments of large enterprise groups, engaged in planning, organizing and managing, project marketing and promotion, etc.

Main Courses

Principles of Tourism, Tourism Consumer Behaviour, Service Management, Tourism Economics, Tourism Sociology, Tourism Resources, Tourism Geography, Introduction to Hospitality Management, Tourism Research Methods, Tourism Project Planning, Global Travel Distribution Systems (GDS), Cross-Cultural Management, Business Travel Management, Leisure and Recreation Management, Tourism Industry Frontiers, etc.

Professional Features

The major construction is closely based on the development needs of the tourism industry. The program relies on a series of high-quality courses and bilingual courses as the main teaching platform, changing the single-line teaching mode of classroom-based teaching in the past, encourages and guides students to participate in teachers' research activities and enterprise cooperation projects, and focuses on the cultivation of students' analytical, problem-solving and innovative abilities.

In the whole teaching and training system, the focus is on students' solid and broad theoretical knowledge of tourism management on the one hand, and on their practical ability on the other. Over the years, the program has maintained close communication and cooperation with internationally renowned travel groups and famous tourism enterprises, and established a number of industry-academia-research cooperation bases, such as a cooperation project with Disneyland in the United States, in which students can apply to participate in study and exchange at Disney in the United States for six months and obtain relevant certificates while completing their studies. Meanwhile, the program has also established the "Donghua University-Travelport GDS Talent Development Centre" in collaboration with Travelport Group. Students who pass the GDS booking system training and examinations at the center will be awarded an internationally recognized qualification and recommended for internships and employment in online tourism, business travel and travel management companies. The future goal of the program is to highlight the characteristics of tourism e-commerce and travel management, cultivate students' diversified literacy and strive to make it a national incubation base for GDS talents.

Career Opportunities

Traditional tourism enterprises/institutions: graduates work in travel agencies, hotels, scenic spots, airlines, theme parks, tourism enterprises and administrative agencies, and large tourism groups engaged in planning, organisation and management, marketing and promotion.

Emerging tourism enterprises/institutions: graduates work in online tourism enterprises, business travel companies, travel management companies, tourism finance and investment institutions, tourism real estate companies, tourism culture and media organizations, tourism business exhibition companies, tourism destination management companies, tourism and event planning companies engaged in business/travel consulting, tourism activity planning, project management, operation management, marketing communication and other jobs.

Graduates are distributed in Disney, Ctrip, Tongcheng Travel, Tuniu Travel, Donkey Mama, Tempus International, China Housing Hotels Group, CYTS, BCD Travel, New Shanghai International Travel, Royal Caribbean Cruises, Waldorf Astoria, InterContinental, Four Seasons Hotel, Puri Boutique Hotel, Shanghai Tennis Centre, Shanghai Securities, China Merchants Bank, Bank of China, etc.

Graduates can continue their studies in domestic and overseas postgraduate program and the rate of further studies in this program has reached nearly 30% in the past three years.

Outstanding graduates of the program can be recommended to pursue master's degree without examination.

Tel：021-62373959

Mail：lius@dhu.edu.cn; cly@dhu.edu.cn