Proceedings of the 2025 9th International Seminar on Education, Management and Social Sciences (ISEMSS 2025)

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Research on the Path of Cultivating Business Data Analysis Ability of Higher Vocational Marketing Students in the Background of Digital Economy

Authors
Yingzi Xu1, *
1Qingyuan Polytechnic, Qingyuan, Guangdong, 511510, China
*Corresponding author. Email: yingzixuinsi@163.com
Corresponding Author
Yingzi Xu
Available Online 12 September 2025.
DOI
10.2991/978-2-38476-462-4_22How to use a DOI?
Keywords
digital economy; higher vocational; marketing; business data analysis; ability cultivation
Abstract

The arrival of the digital economy has also triggered fundamental changes in the demand for talent by enterprises. For higher vocational colleges and universities, students majoring in marketing need to have strong business data analysis ability, but there are many problems in the talent training process, the main problems are: there is a disconnect between the course content and the employment needs of enterprises, the practical aspects of the course teaching process is relatively weak, and there is also the aging of the course faculty knowledge structure, and insufficient mastery of the cutting-edge data analysis work. In view of these problems, this paper carries out an in-depth investigation, puts forward targeted path measures from the curriculum design and teaching implementation of business data analysis, helps students to improve the ability of business data analysis, and makes them constantly adapt to the future needs of enterprises.

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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Volume Title
Proceedings of the 2025 9th International Seminar on Education, Management and Social Sciences (ISEMSS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
12 September 2025
ISBN
978-2-38476-462-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-462-4_22How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Yingzi Xu
PY  - 2025
DA  - 2025/09/12
TI  - Research on the Path of Cultivating Business Data Analysis Ability of Higher Vocational Marketing Students in the Background of Digital Economy
BT  - Proceedings of the 2025 9th International Seminar on Education, Management and Social Sciences (ISEMSS 2025)
PB  - Atlantis Press
SP  - 187
EP  - 194
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-462-4_22
DO  - 10.2991/978-2-38476-462-4_22
ID  - Xu2025
ER  -