基于OBE理念的《新媒体营销实务》课程实践教学改革探索
Exploration of Practical Teaching Reform in “New Media Marketing Practice” Course Based on the OBE Concept

文章探讨了在OBE理念下，高职院校商务管理专业《新媒体营销实务》课程的实践教学改革。针对课程初期实践内容缺乏、师资行业经验不足、技术迭代快、评价方式单一、课程思政融入不足等问题，教学团队以“非遗体验产品直播策划与实施”校企合作项目为载体，构建了“教、学、用、改”四位一体培养模式，并详细阐述了课程整体设计、实施路径、学生学习成效以及特色与改进方向，旨在不断完善课程教学模式，培养出符合行业需求的专业性人才。
This article explores the practical teaching reform of the course “New Media Marketing Practice” in the business management major of vocational colleges under the concept of OBE. Addressing issues such as lack of early practice content, insufficient industry experience of faculty, rapid technological iteration, singular evaluation methods, and inadequate integration of course ideology, the teaching team used the “live streaming planning and implementation of intangible cultural heritage experiential products” school-enterprise cooperation project as a carrier to establish a four-in-one training model of “teaching, learning, application, and improvement”. They detailed the overall course design, implementation path, student learning outcomes, and features and improvement directions, aiming to continuously improve the course teaching model and cultivate professional talents in line with industry needs.