Research on the Construction of a Digital Marketing Practical Teaching Platform for Business Administration Majors from the Perspective of Industry-Education Integration

Abstract

The form and tool of Digital Marketing business is evolving constantly. To meet the needs of students who major in Business Administration with composite abilities (business judgment, user understanding, data analysis, content planning, channel coordination) .Connecting conditions between industry side and teaching side via industry-education integration provides opportunity for constructing platform that only aggregates resources and lists functions will hardly promote progressive capability development and evaluation feedback. We construct a digital marketing teaching platform for Business Administration majors based on industry-education integration by establishing an analytical framework consisting of three levels – theoretical positioning, architecture design, and operational assurance and quality iteration; proposing the structure of digital marketing capabilities, the functional coupling of industry-education integration, and the logic of knowledge integration and capability generation, designing a platform architecture connecting the foundational layer, resource layer, business layer, and evaluation layer, discussing resource aggregation and collaboration, learning path generation, and task flow design, analyzing multi-stakeholder collaboration, faculty development, content updating, learning outcome evaluation, and platform optimization mechanism. Cyclic relationship exists among knowledge, tasks, capabilities, and evaluation when we build platforms, from aggregating resources to generating capabilities, from course-centeredness to task-centeredness, from outcome evaluation to evidence evaluation.