An “Core-Wings” Pedagogical Model for Integrated Marketing Practice: Fostering Brand-Sales-Effect Synergy through Digital Empowerment

DOI: https://doi.org/10.62517/jhet.202515507

Author(s)

Yueying Liao

Affiliation(s)

Guangzhou Institute of Science and Technology, Guangzhou, Guangdong, China

Abstract

In response to the urgent demand of the digital economy for marketing professionals with “Brand-Sales-Effect Integration” capabilities, the teaching of integrated marketing practice in higher education reveals a systemic disconnect with industry practices. This study constructs a “Integrated Core with Two Wings” pedagogical model, the integrated core focuses on the talent cultivation goal of “Brand-Sales-Effect Integration”, supported by two wings of curriculum content system innovation and methodological innovation, driven by digital intelligence technologies and industry-academia integration. Based on a deconstruction of the competency model for marketing talent in the “Brand-Sales-Effect Integration” era, this research proposes a new four-in-one curriculum framework encompassing “Strategic Insight, Content Engine, Omnichannel Operations, and Intelligent Measurement”, along with a project-based learning process and a corresponding evaluation and support system, structured as “importing real enterprise projects-co-creating human-AI collaborative strategies-multi-dimensional output of results-comprehensive value assessment”. This study provides a robust and actionable framework for the systematic reform of the integrated marketing practice course.

Keywords

Integrated Marketing; Brand-Sales-Effect Integration; Pedagogical Model; Digital Marketing Education; Industry-Academia Integration

References

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