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Innovating Marketing Education: Blending OBE and Value-Infused Learning in Applied Undergraduate Courses

Author(s)

Zhaohong Zhong, Yumeng Zhang*

Affiliation(s)

Guangdong University of Science and Technology, Dongguan, Guangdong, China *Corresponding Author.

Abstract

With the rapid development of society and economy, the demand for applied marketing professionals with strong social responsibility continues to grow. In response to educational reform initiatives, this paper explores how to drive teaching reform in applied undergraduate marketing courses through the integration of Outcome-Based Education (OBE) and value-infused education. By designing a classroom experiment, the study combines both educational models and evaluates their impact on students' knowledge mastery, practical skills, and sense of social responsibility. The results indicate that integrating OBE with value-based education not only enhances students' marketing skills but also strengthens their professional ethics and social responsibility, thus improving overall teaching quality. This research provides a theoretical foundation for teaching reform in marketing education and offers valuable insights for the reform of other management-related courses.

Keywords

Marketing Education; Outcome-Based Education (OBE); Value-infused Curriculum; Teaching Reform; Social Responsibility; Applied Undergraduate Education

References

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