Introduction of Network Marketing and Management Specialty

First, set up colleges and universities.

Master's degree: After the establishment of CSIP-Baidu Network Marketing College of the Ministry of Industry and Information Technology, relying on the strong school-running strength of Beihang University and with the strong support of many well-known enterprises such as the Ministry of Industry and Information Technology, Baidu, Sina and Sohu, Beihang Software College established the first master's degree in software engineering in China through innovative mechanisms. The faculty brings together the best scholars, experts and practitioners engaged in Internet marketing in the industry, and Professor Xuping Jiang of Tsinghua University, who has nearly 20 years of experience in Internet marketing research, is the professional director.

Higher Vocational Education: CSIP of the Ministry of Industry and Information Technology signed a memorandum of cooperation with Guizhou Pilot College. On behalf of the CSIP of the Ministry of Industry and Information Technology, the "Ministry of Industry and Information Technology-Baidu Network Marketing College" jointly established by the CSIP of the Ministry of Industry and Information Technology and Baidu Company is responsible for the specific matters of running a school in cooperation with our school, and puts forward the implementation opinions of running a school in cooperation. Baidu will give full support from teachers, courses, laboratories and professional technology.

Second, professional orientation.

The major of Internet Marketing and Management is dedicated to cultivating marketing planning and project management talents who are good at Internet tools, have practical experience, and are high-quality and practical. Integrate marketing theory, network technology, data mining and project management with practice, and cultivate high-end talents who are proficient in all kinds of Internet marketing planning and implementation, and can engage in marketing planning and project management with the Internet as the main medium in all kinds of e-commerce enterprises, Internet enterprises and traditional enterprises.

Third, professional prospects.

The White Paper on Internet Marketing Career Development in China released on July 3, 2065438 (51job) shows that in 20 12 years, the demand for online marketing talents in enterprises is about1160,000, and the number of job seekers is about 500,000-600,000. At the same time, the job demand will increase by 30% in the next three years, and the demand for Internet marketing jobs will maintain a strong growth trend. By 20 15, it is estimated that the total number of recruits will exceed 2.4 million, and employers are eager for talents.

Fourth, employment pay.

According to the white paper, in the first half of 20 13, the average salary of online marketing positions was close to 80,000 yuan, while the annual salary of this position in 20 12 was 69,000 yuan, with an annual increase of 15%. Among them, the average annual salary of the online marketing director of the enterprise can reach 230 thousand yuan.

A guide to the application of verbs (abbreviation of verb)

1. Application conditions: recent or past graduates with bachelor degree or above in national education series universities, regardless of major.

2. Application method

★ National unified examination adjustment: organized by the Ministry of Education every June 5438+ 10.

★ Self-enrollment: 4 times a year, organized by Beihang Software College alone. The examination subjects include basic courses (English, mathematics, logic) and specialized courses (management).

★GCT entrance examination: organized by the State Council Academic Degrees Committee Office from June 5th to 10 every year. Beihang draws its own lines.

3. Cultivation methods

The academic system is 2-4 years, full-time study, course study 1 year, engineering practice and thesis 1 year.

4. conferring degrees

He has completed the required course credits, passed the thesis defense, and was approved by the degree evaluation sub-committee of the college (department) and the academic degree evaluation committee of the school, and was awarded the master's degree in engineering of Beihang University.

Sixth, the training system.

★ orientation of admission

Preparatory courses and activities: opportunities and innovations in Internet marketing, career planning for programmers, cultural introduction of Beihang University, and team activities.

★ Public * * * Basic Module

National courses: modern engineering mathematics, English, politics, scientific writing and communication skills (English)

Professional innovation: teaching English in small classes, hiring new oriental teachers and foreign teachers, and strengthening oral training.

★ Professional course module

Professional basic courses: marketing management, introduction to Internet marketing, Internet integrated marketing communication, and new media marketing.

Specialized elective courses: customer value evaluation-modeling and decision-making, management economics, business website creation and management, applied multivariate statistical analysis, Internet marketing effect analysis (traffic and public opinion), e-commerce, database marketing, business intelligence and advanced project management.

Professional skills courses: online consumer behavior analysis (consumer behavior), statistical analysis tools and their applications, organizational behavior (including organizational theory and design)

★ Professional practice module

First-level practice: actual combat and analysis of social media marketing

The second practice: the actual combat and analysis of network marketing

★ Comprehensive Practice and Paper Module

Go deep into the enterprise, directly participate in the practice of internet marketing projects, complete the necessary marketing scheme design, implementation, project management and other work, and complete the paper writing on the basis of the achievements of internet marketing practice.

★ Industry Frontier Vision Training Module

The second category: co-organizing various high-end Internet marketing salons with Sohu Marketing Hall and Baidu Marketing Research Institute to expand training and enterprises.

Activities such as exchange visits have enriched students' experiences and broadened their horizons.

Industry Tutor: More than 100 experts, scholars and senior practitioners engaged in Internet marketing provide face-to-face guidance.

★ Overseas experience

Students who are willing to study abroad can participate in overseas exchanges, exchange credits, and study for a master's degree in the United States or a master's degree in China and the United States with the help of their majors.

★ graduation

Complete all aspects of the training plan, complete the credits, and pass the thesis defense to become a qualified graduate of Beihang University.

Seven, professional advantages

★ Authoritative expert support and a strong team of teachers

The opening of Internet marketing and management major has been strongly supported by the Ministry of Industry and Information Technology, Beihang University, Baidu, Sina, Sohu and many other units. Organized an authoritative team of experts and a strong team of teachers, bringing together top experts in various fields of Internet marketing technology.

★ Superior geographical environment and teaching and experimental facilities.

The college is located in the core area of Zhongguancun, with a strong scientific and technological atmosphere, and uses its geographical advantages to interact with world-class enterprises and talents. In order to ensure the teaching effect, all classrooms and laboratories in this project are equipped with advanced teaching equipment. Building a laboratory with Baidu and other enterprises provides a simulation environment for Internet marketing, which greatly facilitates students' study and practice.

★ Strict quality control system

According to the requirements of the Master of Engineering Education, a quality control system has been established in all aspects, such as entrance selection, course teaching, educational administration, engineering practice, internship and employment, to ensure the development of this project in the direction of high quality and internationalization, and to serve the employment quality and career development of students.

★ Rich international exchange activities

During the postgraduate period, students have rich opportunities to go abroad. Students can go to the United States for internship, employment or dual master's or doctoral degrees. Foreigners from foreign cooperative universities and multinational enterprises will often come to campus to carry out project cooperation or research exchanges.

★ The market is in urgent need of high-quality employment.

Network marketing has brought new development opportunities and challenges to enterprises of all types and sizes. Traditional marketing model is migrating to new media and platforms such as the Internet, so as to develop Internet marketing knowledge in various industries. Internet marketing talents who know marketing, technology and management are hard to find in the market, with a monthly salary of over 10,000 yuan.

Eight, teaching equipment and laboratory

▲ First-class teaching environment

Beihang Xueyuan Road Campus is located in Zhongguancun, which is known as "China Silicon Valley" and has a good learning and industrial atmosphere. The college office is located in the engineering training center of the school. Students attend classes in the new main building, the main building and the teaching building of Building No.3, and the classrooms are equipped with advanced multimedia equipment.

▲ Innovation and Creative Entrepreneurship Base and Case Center

Under the background of mobile Internet and cloud computing, the college has established an innovative and creative entrepreneurship base, joined a large number of well-known enterprises, and built a multi-functional joint laboratory platform. Students majoring in Internet marketing and management are also welcome to join. Without marketing, no project can be transformed into business.

For the major of Internet Marketing and Management, the College has set up a cloud platform, and specially cooperated with Baidu, Sina, Sohu and other enterprises to run Baidu Fengchao sandbox and other simulation systems to provide students with simulation training on Internet marketing.

For the major of Internet marketing and management, the college has also set up a case center to track and investigate the target enterprises and cases. Among them, there are many cases of winning prizes in various marketing and advertising competitions. Invite the parties to the case to come to the school to state their opinions.

Nine, the main teachers

Professor Sun Wei, Dean of School of Software, Beihang University, provides IT innovation, creative entrepreneurship and international frontier trends for my professional students.

Professor Xuping Jiang, Professor and Professional Director of Marketing Department of Tsinghua University Institute of Economics and Management, is responsible for the design of our professional training system.

Professor Yan Gang, my professional tutor studying in the United States, is the head of the Department of Electronic Engineering at Florida International (State) University.

Professor Li Weiguo, Party Secretary of Beihang Software College, main research direction: applied mathematical statistics and data mining.

Yu Yang distinguished professor, President of Analysys International, distinguished professor of Beihang University of Software, is a well-known speaker, observer and manager.

Professor Lu from the Hong Kong University of Science and Technology and Tsinghua University gave a lecture: Innovation and Entrepreneurship Leadership Course.

Professor Lu Weifeng, deputy dean of School of Software, Beihang University and deputy director of State Key Laboratory of Software Development Environment.

Ma Qingming distinguished professor, Ph.D., Carnegie Mellon University, distinguished professor, School of Software, Beihang University, was the chief architect of Cisco Data Center.

Chen Shangyi, adjunct professor, chairman of Baidu Technical Committee and general manager of technical management department, member of nuclear high-tech expert group.

Huang Adobe, general manager of digital marketing in China, is responsible for the online revenue analysis technology of the next generation website.

Nigel Burton, president of Uniquedu, was the general manager of Microsoft Greater China Development Cooperation Department.

Stone Internet industry experience 15 years, Internet marketing experience 10 years, general manager of digital marketing of well-known companies.

Fu Zengxue, vice president and chief analyst of adSage, has made great achievements in business intelligence, data mining and SEM massive data processing.

Li is currently the executive vice president of Baidu Marketing Research Institute, and has profound research on Internet marketing business model, marketing and strategic management.

Tong Tong, general manager of Sohu IT Division, published "Ways and Skills of Network Integrated Marketing", and many cases were introduced into the teaching materials.

Zhang Taoke, the account director of Vario, was once the head of SEM department of Baidu and the chief consultant of SEM, and was proficient in the knowledge system of Internet marketing.

CEO of NetConcepts, whose main research areas include e-commerce and search engine marketing.

Cai Jingtong is a core member of Sohu IT innovation marketing team and an expert in Internet interactive communication.

Xiao Mingchao is a senior expert in consumer behavior, market and media research, and has many years of professional market research and marketing management consulting experience.

Zanhui founded "Dianshi Interactive", and its SE0 research team has become the flagship platform for domestic SE0 research.

The chief consultant of the concept of Guozhuang. com has been engaged in the research of website data analysis and Internet data mining for a long time.

Zhang is the operation director and senior marketing trainer of Baidu Marketing Research Institute. He used to be the senior marketing manager of New Oriental Education Technology Group.

Zhang is a well-known management consultant and career planning tutor in China.