Search

From Tradition to Intelligence: Exploring the Pathways for Upgrading Marketing Curriculum Systems Towards Intelligence

Author(s)

Zhiming Tang

Affiliation(s)

School of management, Chongqing University of Science and Technology, Chongqing, China

Abstract

This study aims to explore the pathways for upgrading the marketing curriculum from traditional models to an intelligent framework. In response to the rapid advancements in digital and intelligent technologies, this research employs a literature review method to systematically analyze existing studies and trends related to the intelligent transformation of marketing education. Through qualitative analysis, the study clarifies the challenges present in traditional teaching frameworks and identifies the practical applications of intelligent technologies, such as artificial intelligence and big data analytics, within educational contexts. Findings indicate that intelligent upgrades necessitate not only the effective integration of technological tools but also the dynamic updating of course content and a transformation of teaching methodologies. Furthermore, the role of educators must evolve from unidirectional knowledge transmitters to facilitators of student learning and promoters of intelligent technologies. Students, in turn, should be nurtured as self-directed learners equipped with critical thinking and innovation capabilities, positioning them as lifelong learners. Ultimately, this research presents a series of optimization recommendations, including enhanced collaboration between academia and industry, the development of personalized learning plans, and the establishment of a supportive, intelligent environment for continuous learning, all aimed at ensuring the competitiveness of marketing education in the future. This paper provides valuable insights for both academics and practitioners regarding the journey of intelligent transformation in marketing education.

Keywords

Marketing Education; Intelligent Upgrading; Curriculum System; Artificial Intelligence; Digital Transformation

References

[1] Liang, X. (2015). From Traditional Marketing to "Internet Plus" Marketing. Sales and Marketing, (23), 3. [2] Wang, Y. (2009). The Application of Project-Based Learning in Marketing Education. Science and Technology Information, (23), 2. [3] Jiang, S. (2014). Research on the Curriculum Design of Integrated Teaching in Higher Vocational Marketing — A Case Study of "Business Negotiation Practice". Talent and Wisdom, (3), 2. [4] Ren, C. (2023). A Study on the Application of Contextual Teaching Method in "Fundamentals of Marketing" Course in Vocational Education. Master's Thesis, Jiangxi University of Science and Technology. [5] Qin, X. (2022). Exploration of Marketing Talent Development and Teaching Models under the Digital Marketing Context. Popular Business, (5), 0308-0310. [6] Han, A. (2020). An Analysis of Curriculum Reform in Marketing Education under the Context of "Transformation". Journal of Marketing Research, DOI: 10.12321/j.1673-9574.2020sx.09.109. [7] Yu, H. (2020). Discussion on Student-Centered Blended Teaching Design and Implementation in Marketing Education. New Silk Road, (11), 2. [8] Du, T., & Bai, H. (2010). Curriculum Reform and Theoretical Innovation in Higher Vocational Marketing Education. Journal of Inner Mongolia Agricultural University: Social Sciences Edition, 12(1), 3. [DOI: 10.3969/j.issn.1009-4458.2010.01.055] [9] Li, K. (2024). Research on the Transformation and Innovation of Marketing Methods of Enterprises in the Era of Big Data. Business Exhibition Economy, (7), 56-59. [10] Chen, M. (2024). Research on Value Creation Path and Effects of Enterprise Digital Transformation: A Case Study of Geely Automobile. Master's Thesis, Inner Mongolia University of Finance and Economics. [11] Zhu, L. (2024). Research on the Communication of Domestic New Energy Vehicle Brands. Master's Thesis, Heilongjiang University.