A Study on Enhancing the Practical Innovation Ability of Marketing Talents Based on the "Double Zhuo Double Entry" School Enterprise Collaborative Education Model

DOI: https://doi.org/10.62517/jhve.202416206

Author(s)

Ying Li*, Nanshun Jin, Kunxiu Lu

Affiliation(s)

Guangdong University of Science and Technology, Dongguan, Guangdong, China

Abstract

With the advent of the digital economy era, the rapid development of enterprises has put forward more and higher requirements for marketing talents. Enterprises need marketing talents with strong practical and innovative abilities to help them cope with the complex and changing market environment. The traditional marketing talent training model in universities focuses more on the cultivation of theoretical knowledge among students, making it difficult to meet the current employment requirements of enterprises. It should actively influence the spirit of national vocational education documents, and vigorously explore and reform the school enterprise collaborative education model based on professional reality and local economic characteristics. Based on this background, this article takes the marketing major of Guangdong University of Science and Technology as the research object. By analyzing its current situation, existing problems, and countermeasures in cultivating talent's practical innovation ability, it explores ways to enhance the practical innovation ability of marketing talents. Among them, the focus is on analyzing the practical process and effectiveness of the "Double Excellence and Double Progress" school enterprise collaborative education model adopted by it, in order to find effective paths for school enterprise collaborative education and provide practical reference experience for the cultivation of marketing talents in other universities.

Keywords

Talent Cultivation; Collaborative Education; Marketing; Practical Innovation

References

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