Abstract: In view of the predicament of “two skins” of innovation and entrepreneurship education and professional education in colleges and universities,how should colleges and universities fully tap the resources of innovation and entrepreneurship education on the basis of professional education? How to organically integrate“entrepreneurship and innovation” education in the theoretical and practical teaching links of professional courses? Based on the concept of integration of specialty and innovation,this paper takes the course of consumer behavior as the research object,and designs the teaching content as the basic module,and the project practice module oriented by OBE. In terms of case teaching methods,classic cases + enterprise cases + award-winning cases are adopted. In the assessment methods,a diversified comprehensive assessment and evaluation system is established. Through the systematic design of teaching contents, teaching methods and assessment methods,we explore the talent training mode of “specialty innovation cooperation”.

Key words: Integration of specialty and innovation, Consumer behavior, Practice teaching model