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

Lan Wang, Limei Zhao, Ziwei Liu

Gengdan Institute of Beijing University of Technology

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

References

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