1. Equip students with business and marketing knowledge by application-oriented teaching at an internationally competitive level;
2. Prepare students to adapt and contribute in various working environments in China and global markets;
3. Enable students to integrate marketing knowledge and broader skills to solve real business problems for companies;
4. Develop students’ creative thinking, critical thinking and analytical ability;
5. Enhance students’ language and communication skills; 
6. Develop their leadership and teamwork ability;
7. Nurture students with a careful balance of intellectual, vocational and practical constituents making them a person with an inquiry mind, independent thinking, good work attitude and self-confidence.

Upon successful completion of this Major, students should be able to:

1. Demonstrate key knowledge and skills in business related disciplines;
2. Communicate effectively in English and Chinese;
3. Apply creative and critical thinking in solving business-related problems;
4. Attain personal and team goals using individual and interpersonal skills;
5. Demonstrate awareness of ethical and global issues in business;
6. Analyze consumer behaviour; 
7. Assess marketing strategies;
8. Design marketing activities for the marketplaces