数字营销实战能力导向的“教学做创”一体化教改探索与实践

The Digital Marketing Practical Competence Oriented Exploration and Practice of an Integrated Teaching Reform of “Teaching-Doing-Creating”

摘要: 随着数字经济的高速发展，数字营销已成为企业核心竞争力之一，对高校相关专业人才培养提出了全新挑战。然而，传统营销类课程仍存在知行脱节、学用分离等问题，难以满足产业对实战型、创新型人才的需求。本文以广东工业大学《数字营销》课程为例，提出了以实战能力为核心、真实项目为驱动、“教学做创”深度融合的一体化教学模式。通过重构课程内容、再造教学过程、改革评价体系、搭建产教融合平台，系统破解教学中存在的结构性脱节、实践性脱节与功能性脱节三大困境。本研究旨在构建一套可复制、可推广的“教学做创”一体化教学范式，推动数字营销课程从知识传授场向能力生成场与创新孵化器转型，为新时代商科教学改革提供实践参考。

Abstract: With the rapid development of the digital economy, digital marketing has become one of firms’ core competitive capabilities, posing new challenges for talent cultivation in related university programs. However, traditional marketing courses often suffer from a misalignment between theory and practice and a separation between learning and application, making it difficult to meet industry demand for practice-oriented and innovation-driven talents. Taking the Digital Marketing course at Guangdong University of Technology as an illustrative case, this study proposes an integrated teaching model that centers on practical competence, is driven by real-world projects, and deeply integrates “teaching-doing-creating”. By restructuring course content, re-engineering the teaching process, reforming the assessment system, and building an industry-education integration platform, the proposed model systematically addresses three major challenges in current instruction: structural disconnection, practical disconnection, and functional disconnection. This study aims to develop a replicable and scalable integrated “teaching-doing-creating” pedagogical paradigm, facilitating the transformation of digital marketing courses from sites of knowledge transmission into arenas for competence development and innovation incubation, and providing practical insights for business education reform in the new era.