新文科背景下跨学科融合与以赛促教教学研究——以《品牌管理与传播》课程为例
Research on Interdisciplinary Integration and Competitions to Promote Teaching under the Background of New Liberal Arts—A Case Study of the “Brand Management and Communication” Course

在新文科背景下，提升市场营销专业教学质量，培养高级应用型专业人才，以适应新时代的发展需求，是大势所趋。基于对跨学科融合与“以赛促教”教学法的理论探讨，当前《品牌管理与传播》课程存在课程建设与迅速变化的真实市场情境契合度不高、教学互动方式缺乏多元化、教学评估体系的构建有待完善的困境。而以跨学科融合教学贯穿课程、引入“以赛促教”教学法、创新教学评估手段的课程优化路径，能够有效解决这一问题，在提升教师教学质量与效果的同时，激发学生学习的内驱力，以培养适合市场需求的复合型专业人才。
Under the background of the new liberal arts, improving the teaching quality of marketing majors and cultivating advanced applied professionals to meet the development needs of the new era is the trend. Based on the theoretical exploration of interdisciplinary integration and the teaching method of “promoting teaching through competition”, the current “Brand Management and Communication” course faces challenges, such as low fit between course construction and rapidly changing real market situations, lack of diversified teaching interaction methods, and incomplete construction of teaching evaluation system. The optimization path of integrating interdisciplinary teaching throughout the curriculum, introducing the teaching method of “competition promotes teaching”, and innovating teaching evaluation methods can effectively solve this problem. While improving the quality and effectiveness of teachers’ teaching, it can also stimulate students’ intrinsic motivation to learn and cultivate compound professional talents suitable for market demand.