Digital Transformation of Education in the Era of Digital Economy: Path Design and Empirical Study of New Marketing Talent Training

DOI

10.2991/978-2-38476-487-7_7How to use a DOI?

Keywords

Digital transformation of education; Digital economy; Marketing talent training; Cluster analysis; Vocational ability

Abstract

Purpose: Explore the pathway design and empirical validation for the cultivation of marketing professionals in the context of the digital economy. Design/Methodology/Approach: Combine literature review, expert interviews and cluster analysis, this study examines the current status and challenges in marketing talent cultivation, proposing recommendations for optimizing the talent development system and fostering new marketing professionals. Findings: The research indicates that new marketing curricula can be categorized into three major modules—digital marketing, new media marketing, and professional competencies—effectively aligning with the demands of the digital economy era. Cluster analysis validates the rationality of the curriculum framework, while a three-dimensional cultivation pathway of “theoretical courses + practical projects + certification competitions” is proposed, forming an integrated “course-competition-certification” closed-loop training model. Originality/Value: Integrating the digital economy context, this study employs cluster analysis to refine the curriculum system and emphasizes the significance of practical teaching, providing theoretical foundations and practical guidance for cultivating high-quality marketing professionals that meet market demands.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhaohui Liu
AU  - Liguo Jiao
PY  - 2025
DA  - 2025/11/10
TI  - Digital Transformation of Education in the Era of Digital Economy: Path Design and Empirical Study of New Marketing Talent Training
BT  - Proceedings of the 2025 International Conference on Digital Technology and Educational Psychology (DTEP 2025)
PB  - Atlantis Press
SP  - 76
EP  - 89
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-487-7_7
DO  - 10.2991/978-2-38476-487-7_7
ID  - Liu2025
ER  -