Tianwen Tang

Against the backdrop of industry-education integration in higher education, because marketing is a highly practical discipline, and for it, “dual mentor system” of school-enterprise cooperation has become an important bond to connect theory teaching with industry practice. This model aims to enhance students’ comprehensive occupational quality and practical ability through the collaborative guidance of school mentors and enterprise mentors. However, the current “dual mentor system” for marketing still faces many challenges in practice such as unclear responsibility distinction between school and enterprise mentors, insufficient motivation of enterprise mentors for engagement, divorce between teaching content and market demand, and imperfect assessment mechanism. This paper analyzes the current practice of the “dual mentor system” of school-enterprise cooperation in marketing, deeply explores the specific dilemmas it faces, and proposes targeted optimization strategies from the aspects of institutional guarantee, mentor team building, teaching content optimization, and assessment system improvement in order to provide reference for improving the quality of talent cultivation in marketing and deepening the connotation of school-enterprise cooperation.

Marketing; School-Enterprise Cooperation; Dual Mentor System; Practice Dilemmas; Optimization Strategies

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