BA Digital and Intelligent Marketing
September 2026
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 Digital and Intelligent Marketing programme, you will have:
- theoretical knowledge: mastery of core marketing theories, including consumer behaviour, market analysis, and brand management;
- practical research skills: proficiency in quantitative and qualitative research methods to assess market dynamics and solve marketing challenges;
- data-driven decision-making skills: competence in leveraging data analytics tools to derive actionable insights for strategic marketing decisions;
- digital marketing expertise: ability to design and implement effective digital marketing campaigns using contemporary tools and techniques;
- competency in teamwork and leadership: strong collaboration, communication, and leadership skills to excel in team-based environments;
- innovation and critical thinking skills: capacity to critically evaluate and innovate marketing strategies using creative and analytical reasoning; and
- ethics and social responsibility: solid foundation in using ethical standards in marketing practices, with a commitment to socially responsible decision-making.
Marketing is a future-oriented programme that cultivates dual core competencies in data-driven decision-making and creative storytelling. Here, you'll not only master cutting-edge skills like AI marketing and social commerce but also gain hands-on experience through real-world projects with global leaders like ByteDance and Publicis Groupe. Whether you aspire to become a brand director or an entrepreneur, this programme will empower you to succeed. We believe that here, everyone with a business dream can grow into a marketing elite with a global vision and Chinese business wisdom!
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.
Marketing = Understanding People + Smart Decisions Marketing is a window into the world of business. It’s not just about pushing products; it decodes why people buy and how cultures shape decisions. It blends hard data with creative problem-solving. Here, we don’t just complete classroom assignments; we learn how to tell compelling brand stories that emotionally connect to people while aligning with data insights and business logic. It’s about seeing brands and customers from every angle – what they love, what they need, and how to reach them – through market research and data analysis. Most importantly, it trains us to see the bigger picture, including why companies make certain decisions and how everything fits together in the market. If you’re curious about the market and consumers, this is a journey worth taking!
Junjie JJ Lin
Alumnus, BA Marketing
Careers
A majority of graduates pursue advanced degrees at leading global universities across North America, including New York University, Columbia University, the University of Pennsylvania, and Brown University; Europe, including Imperial College London, the University of Cambridge, and University College London; Asia, including National University of Singapore and the University of Hong Kong; and Australia, including the University of Melbourne and the University of Sydney. Marketing graduates take advantage of diverse career pathways spanning multiple sectors, including global technology firms, like ByteDance, Alibaba, and TikTok; fast-moving consumer goods and luxury conglomerates, like P&G, L'Oréal, and LVMH; advertising and media networks, like Publicis Groupe and Ogilvy; management consultancies, like Best Consulting; and financial institutions, such as state-owned banks and fund management companies; alongside opportunities in non-profit organisations and educational sectors. The programme’s practice-oriented curriculum provides immediately transferable expertise in digital marketing, data analytics, and strategic communication.
Overview
Marketing is a process of creating, communicating, delivering, and exchanging value for consumers and society. Its recent digital transformation has created a new paradigm: one where artificial intelligence (AI) enhances human creativity, converting consumer data into strategic business insights and hyper-personalised experiences that drive brand growth.
The BA Digital and Intelligent Marketing programme is thoughtfully designed for students from diverse academic backgrounds. Its curriculum is appropriate for all who are passionate about marketing, including those without advanced mathematical training. Key modules encompass consumer behaviour, market research, digital marketing, social media communication, and AI-driven data analytics using programming tools such as Python and R. Students gain firsthand experience using digital platforms to deliver brand value and strengthen organisational presence.
This programme blends theoretical rigour with practical application, employing diverse teaching methodologies to cultivate a comprehensive understanding of marketing principles. It emphasises critical thinking, data literacy, and problem-solving skills essential in contemporary business environments. Graduates acquire core competencies for successful careers in consumer insights, digital marketing, brand management, advertising, marketing consultancy, and international marketing. They are equipped to excel in an increasingly dynamic, data-driven world.
Why should I study Marketing at XJTLU?
By studying this programme, you can expect to: