Innovation in Marketing Teaching Methods in Higher Education Centered on the Cultivation of Innovation and Entrepreneurship Capabilities

Abstract

In the new situation where the digital economy is developing rapidly and competition is becoming increasingly fierce, marketing
talents with innovative spirit and entrepreneurial capabilities are urgently needed for corporate development, and they are also the important
objective for higher education to cultivate marketing talents. This paper focuses on innovation and entrepreneurship capabilities, and dissects
first the current problems in marketing teaching in higher education, and then explores how to improve and refine teaching methods based on the
disciplinary characteristics of marketing, and requirements for innovation-capable talents, aiming to transcend the traditional teaching model,pro
mote the effective articulation between disciplinary courses and innovation and entrepreneurship courses, enhance students' innovation capabili
ties, entrepreneurial awareness and practical competencies, and thereby contribute to marketing teaching reform in higher education.