Hybrid Teaching Reform Driven through "Dual Guidance" Thinking: A Path for Cultivating Students' Marketing Abilities

Against the backdrop of the increasingly urgent demand for innovative talent cultivation, the traditional teaching mode of "Marketing Frontier" course is facing many challenges. This article focuses on the "dual guidance" thinking and explores the reform path of blended learning, aiming to cultivate students' marketing abilities. By constructing a mixed online and offline teaching paradigm under the "dual guidance" thinking, reform measures are proposed from the aspects of teaching mode transformation, integration of industry, academia, and research, and highlighting student centeredness. The mechanism of its impact on cultivating students' marketing abilities is analyzed, and the characteristics and innovative points of the reform are summarized, providing reference for the teaching reform of marketing courses in universities.