International Journal of New Developments in Education, 2025, 7(7); doi: 10.25236/IJNDE.2025.070720.
Xiangxi Kong1, Ren Wang2
1School of Business Administration, Ningbo University of Finance and Economics, Ningbo, China
2Graduate School of Economics, Kyoto University, Kyoto, Japan
Against the backdrop of the increasingly urgent demand for innovative talent cultivation, the traditional teaching mode of "Marketing Frontier" course is facing many challenges. This article focuses on the "dual guidance" thinking and explores the reform path of blended learning, aiming to cultivate students' marketing abilities. By constructing a mixed online and offline teaching paradigm under the "dual guidance" thinking, reform measures are proposed from the aspects of teaching mode transformation, integration of industry, academia, and research, and highlighting student centeredness. The mechanism of its impact on cultivating students' marketing abilities is analyzed, and the characteristics and innovative points of the reform are summarized, providing reference for the teaching reform of marketing courses in universities.
"Dual Guidance" Thinking, Blended Learning, Reform in Education, Marketing Capability
Xiangxi Kong, Ren Wang. Hybrid Teaching Reform Driven through "Dual Guidance" Thinking: A Path for Cultivating Students' Marketing Abilities. International Journal of New Developments in Education (2025), Vol. 7, Issue 7: 128-134. https://doi.org/10.25236/IJNDE.2025.070720.
[1] Wang J J, Nie Y K. Investigation and Enlightenment on Teaching Reform of Marketing Frontier Theory Course [J]. E-Business Journal, 2011, (7):84-86.
[2] Han C L, Liu F F, Tan C B. Research on the Construction of Mixed Autonomous Classroom Teaching Model Based on “Double Guidance” Thinking [J]. Journal of Ningbo Polytechnic, 2019, (6):37-41.
[3] Sun Y. Research on the Blended Teaching Path of Ideological and Political Education in the Course of Economics and Management Specialty——with the Course “Consumer Psychology and Behavior” for Marketing Majors as an Example [J]. Journal of Jilin Engineering Normal University, 2023, (9):15-20.