Research on Teaching Innovation of New Media Marketing Course Based on the "H-AI-H" Model

Abstract

With the deep penetration of artificial intelligence technologies, such as DeepSeek, into education, traditional higher education is
facing a paradigm shift from "avoiding AI" to "making good use of AI." As a practical and rapidly evolving professional course, new media
marketing courses face significant challenges in the AI era, including the extensive use of AI tools by students to complete assignments, the
failure of traditional assessment and evaluation systems, and a misalignment between school-enterprise talent development standards. Based
on the "H-AI-H" three-stage thinking model proposed in Washington State's "Guidelines for Artificial Intelligence Application in K12 Public
Schools, " this study constructs an innovative teaching system for new media marketing courses: "Human InquiryAI AssistanceHuman
Enhancement." By combining theoretical analysis with practical exploration, the three core stages of course instruction were reconstructed,
a multidimensional course evaluation system was established, and a collaborative teaching ecosystem encompassing "university-enterpriseAI platform" was formed. The research results demonstrate that this model effectively enhances students' AI collaboration and practical skills,
providing a new path for cultivating high-quality marketing professionals who can harness technology rather than be replaced by it.