Beijing Foreign Studies University

What you'll study

The programme covers the technical, commercial and managerial aspects of modern e-commerce with an emphasis on digital operation and innovation. Teaching combines lectures, laboratory practice, case studies and workplace projects to develop both technical proficiency and commercial insight.

• Core foundations: Principles of e-commerce, internet economy, enterprise information systems and introduction to digital business models.
• Digital operation and marketing: Search engine marketing, social media strategy, content operations, performance marketing, customer lifecycle management and community building.
• Technical and analytical skills: Database fundamentals, web development basics, user experience (UX) fundamentals, data analytics for e-commerce, introduction to programming for business applications and use of analytics tools for A/B testing and customer segmentation.
• Platform and supply-chain operations: Marketplace operations, product listing and merchandising, pricing and promotion strategies, logistics and last-mile delivery, inventory management and cross-border e-commerce processes.
• Business and legal context: Digital payment systems, e-commerce law and regulation, intellectual property in online commerce, consumer protection and international trade rules affecting online selling.
• Innovation and entrepreneurship: New retail and omnichannel strategies, platform economy, innovation management, startup project work and product prototyping.
• Practical experience: Internships with e-commerce platforms, company projects, industry-led workshops and a final-year capstone project focused on solving a real operational challenge for an online business.

Entry requirements

Applicants are expected to have a strong secondary-school academic record with a background in mathematics, economics or information technology preferred. Domestic applicants normally apply through the national university admissions process. International applicants should hold an equivalent high-school diploma.

• Language requirements: Instruction is primarily in Chinese, so applicants must demonstrate proficiency in Mandarin; international students typically need to provide recognised Chinese-language test results or equivalent evidence of language ability. Some modules and resources are available in English for bilingual training tracks.
• Other selection elements: Shortlisted candidates may be invited to take written tests or attend interviews that assess quantitative reasoning, problem-solving and communication skills. Relevant portfolio or evidence of prior digital or entrepreneurial experience can strengthen an application.

Career prospects

Graduates are prepared for a wide range of roles across digital and online commerce. The combination of technical, operational and international trade knowledge is particularly valuable for employers in fast-moving consumer goods, retail platforms and technology firms.

• E-commerce operations manager, platform operation specialist or category manager for online marketplaces.
• Digital marketing and performance advertising roles focusing on customer acquisition and retention.
• Product operations, UX coordinator or data analyst roles supporting product optimisation and business intelligence.
• Cross-border e-commerce specialist, trade compliance or logistics coordinator for international online trade.
• Startup founder or e-commerce consultant, particularly for ventures targeting international or multilingual markets.

Why study at Beijing Foreign Studies University

Beijing Foreign Studies University brings a distinctive international and linguistic strength to e-commerce education. The university's long-standing focus on foreign languages and international exchange supports cross-border business teaching, offering students the ability to operate in multilingual markets and understand cultural nuances in consumer behaviour.

• Strong language and international trade teaching resources that support coursework in cross-border e-commerce and international marketing.
• Opportunities for industry engagement and internships in Beijing's dynamic technology and commerce ecosystem, including connections with domestic and international e-commerce platforms.
• Interdisciplinary approach combining business, technology and legal studies, plus practical project work and capstones designed to build employable skills.
• A network of alumni and institutional partnerships that can help students access internships, industry mentorship and international exchange opportunities.