Exploration of Teaching Model Reform for Marketing Major Courses in the background of Industry-Education Integration: A Case Study of the Brand Planning Workshop Course
Journal: Region - Educational Research and Reviews DOI: 10.32629/rerr.v7i4.3849
Abstract
Addressing the employment challenges of undergraduate graduates from regular higher education institutions
majoring in marketing, the issues in traditional planning pedagogy, and the impact of big data and artificial intelligence on
the employment of marketing graduates, the Brand Planning Workshop course innovatively proposes the "IMTA" teaching
model. This model emphasizes bidirectional empowerment between schools and enterprises and the dual-chain integration
of industry and education. By incorporating real enterprise projects and encouraging students to participate in academic
competitions , the course reconstructs its content with a focus on employment needs, strengthening students' practical skills. Additionally, the teaching team is restructured across disciplines to achieve deep collaboration between schools and
enterprises in talent cultivation. The integration of big data and AI technologies enhances teaching effectiveness. This
reform helps compensate for students' academic background shortcomings, improves their employment competitiveness, aligns talent cultivation with market demands, fosters the development of high-quality brand planning professionals, promotes diversified student growth, and achieves tight integration of the talent chain, professional chain, industrial chain, and innovation chain
Keywords
industry-education integration, teaching reform, marketing major, brand planning workshop course
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