基于多元智能理论的《品牌管理》课程教学改革研究

A Study on the Teaching Reform of the “Brand Management” Course Based on Multiple Intelligences Theory

摘要: 在全球经济一体化和品牌价值不断提升的背景下，高校《品牌管理》课程的教学改革显得尤为迫切。本文引入多元智能理论，结合其核心思想探讨在课程改革中的应用，重点分析其在更新教学理念、推动学科交叉、适应数字化和全球化趋势以及改进人才评价方面的作用。研究方法主要包括文献梳理与教学案例分析。结果显示，目前课程仍存在内容过于注重知识传授、能力培养不足以及考核体系相对单一等问题。针对这些不足，本文提出通过个性化教学、分层递进课程设计和多元化考核方式加以改进，以增强学生的品牌实践与创新能力。研究结果对新商科背景下的人才培养模式创新具有启发意义。

Abstract: Against the backdrop of economic globalization and the growing importance of brand value, the reform of the Brand Management course in higher education has become increasingly urgent. This study introduces Multiple Intelligences Theory and explores its application in curriculum reform, with a focus on its role in updating teaching concepts, promoting interdisciplinary integration, responding to digitalization and globalization trends, and improving talent evaluation. The research adopts a combination of literature review and teaching case analysis. Findings indicate that the current course still suffers from an overemphasis on knowledge transmission, insufficient competence development, and relatively limited assessment methods. To address these issues, the paper proposes several reform strategies, including personalized instruction, progressive curriculum design, and diversified evaluation mechanisms, aiming to enhance students’ practical and innovative capabilities in branding. The research findings provide valuable insights for the innovation of talent cultivation models in the context of emerging business education.