Research on Post Competency Cultivation and Apprenticeship Reform in Marketing Major Based on School-Enterprise Co-construction

Taking the Cooperation between Zhejiang Dongfang Vocational and Technical College and an E-commerce Enterprise as an Example

Abstract

Driven by the dual forces of digital economy and consumption upgrading, this paper takes the school-enterprise cooperation between Zhejiang Dongfang Vocational and Technical College and a leading e-commerce enterprise as a case study to construct a modern apprenticeship model featuring "three-dimensional competency cultivation + four-stage progressive development". Through collaborative development of "Post-Course-Competition-Certificate" integrated curriculum systems, co-construction of digital marketing training centers, and implementation of dual-tutor collaborative mechanisms, the model achieves deep integration between education chains and industrial chains. Research shows that this model significantly enhances students' vocational capabilities and enterprise satisfaction: graduate employment rate reaches 98.5%, professional job-specific employment rate 85%, demonstrating a significant improvement over traditional models. The research results provide a replicable "Dongfang Model" for industry-education integration in vocational education, offering important reference value for deepening modern apprenticeship reforms.