关键词: 网络营销, OBE理念, 创新创业, 教学改革, 混合式教学, “教赛创融合”

Abstract: This article takes the network marketing course of e-commerce majors at Xijing College as the research subject. It aims to address issues in course teaching and proposes a course reform under the guidance of the OBE (Outcome-Based Education) concept, integrated with innovation and entrepreneurship education. The reform measures include restructuring of teaching content, expansion of course resources, application of blended teaching, integration of teaching and competition-creation (TCC Integration), design of diversified assessment schemes, and enhancement of the teaching team’s capabilities. These reforms aim to improve students’practical abilities in network marketing, enhance innovation and entrepreneurship skills, increase classroom engagement levels, and raise teaching effectiveness, thereby meeting industry talent demands and enhancing teaching quality.

Key words: Network marketing, OBE concept, Innovation and entrepreneurship, Teaching reform, Blended teaching, “Teaching-competition-creation integration”