Recently, the Beijing Municipal Education Commission announced the selection results for the 2025 "High-Quality Undergraduate Textbooks" of Beijing universities. International Marketing (Higher Education Press), edited by Professor Cui Xinjian from the Department of Marketing at CUFE Business School, was selected as a key-type high-quality undergraduate textbook. Sales and Negotiation Skills (Fifth Edition) (Renmin University of China Press), edited by Professor An Hexin, was selected as a general-type high-quality undergraduate textbook. The simultaneous awarding of these two textbooks is a significant achievement of the long-term dedication to textbook construction and adherence to teaching quality by the Department of Marketing of CUFE Business School, highlighting the teaching strength and academic influence of our university's marketing discipline.
As an important base for cultivating marketing talents in China, the Department of Marketing of our university has always regarded textbook construction as a core focus for improving the quality of undergraduate teaching. Relying on the university's financial and economic characteristics and disciplinary advantages, it has built a three-tier "national-municipal-university" high-quality textbook system. The two award-winning textbooks are typical representatives of the department's textbook construction achievements:
International Marketing (Key Type): Edited by Professor Cui Xinjian and published by Higher Education Press. As a masterpiece in the field of international marketing, the textbook is based on the internationalization practices of Chinese enterprises, integrates cutting-edge international theories with local marketing cases, and builds a comprehensive theoretical framework and content system. It possesses theoretical depth, practical guidance, and an international perspective. The supporting course for this textbook is a National First-Class Undergraduate Course and a Beijing Municipal Excellent Course, which has long served the core teaching of majors such as marketing and international business, exerting widespread influence among marketing majors in universities nationwide.
Professor Cui Xinjian, International Marketing
Sales and Negotiation Skills (Fifth Edition) (General Type): Edited by Professor An Hexin and published by Renmin University of China Press. Focusing on the cultivation of core capabilities in practical marketing, the textbook features up-to-date content and vivid cases. It systematically explains sales theories, negotiation strategies, and practical skills. Highly praised by teachers and students for its practicality and guidance, it is a classic, high-quality textbook for practical teaching in the marketing major.
Professor An Hexin, Sales and Negotiation Skills (Fifth Edition)
The simultaneous selection of these two textbooks as high-quality undergraduate textbooks of Beijing universities is not only a full affirmation of Professor Cui Xinjian and Professor An Hexin's deep commitment to teaching and educating students, but also a high recognition of the textbook construction work of the Department of Marketing. For a long time, the teachers of the Department of Marketing have based themselves on the frontier of the discipline, deeply cultivating fields such as big data marketing, international marketing, and consumer behavior. They have successively written and published multiple national planning textbooks and Beijing municipal excellent textbooks, such as Marketing, Marketing Risk Management, International Marketing, International Business Management, Consumer Behavior Analysis and Practice, and Market Research and Forecasting. This has formed a marketing textbook matrix with distinct characteristics, a complete system, and suitability for the training needs of business talents in the new era.
In the future, CUFE Business School will take this award as an opportunity to continue leveraging the exemplary and leading role of high-quality textbooks, further deepen the reform of textbook construction, and focus on the development needs of the New Liberal Arts and New Business education. It aims to create more premium textbooks that reflect Chinese characteristics, continuously enhance the quality of undergraduate teaching and the level of talent cultivation, and contribute to the university's "Double First-Class" construction and the high-quality development of business education.
