关键词: "双创"能力, 创新创业, 市场营销学, 课程建设, 课程改革, 能力提升

Abstract: Under the background of "innovation and entrepreneurship", the teaching reform of marketing courses has important theoretical value and practical significance. This paper analyzes the teaching status of marketing courses under the background of double innovation, aims at the main problems existing in the teaching process, on the basis of sorting out the existing literature on marketing curriculum reform, combined with the teaching status of the marketing course team of the School of Management of Yulin University, this paper conducts exploratory research on the teaching reform of marketing courses under the background of innovation and entrepreneurship, and puts forward some constructive opinions and suggestions, in order to guide the development of marketing course teaching and improve the innovation quality of marketing students, entrepreneurial ability.

Key words: Innovation and entrepreneurship ability, Innovation and entrepreneurship, Marketing, Curriculum construction, Curriculum reform, Capability improvement