Abstract: Integrating innovation and entrepreneurship education into the construction of new liberal arts is an important task for universities to promote the development of disciplines. From the perspective of cultural industry management, this article reflects on the current teaching situation and problems in practical teaching of the creative design course of cultural and creative products through teaching and learning situation tracking, and explores the use of innovative project-based teaching models for curriculum teaching and reform under the guidance of new liberal arts concepts, guided by the cultivation of innovation and entrepreneurship capabilities, and explores and practices from aspects such as teaching content, teaching methods, and assessment methods, to meet the needs of cultivating innovative product design talents in the context of contemporary innovation and entrepreneurship.

Key words: New liberal arts, Mass Innovation and entrepreneurship, Cultural and creative product design, Cultural industry management, Reform in education, Practice