Asian Journal of Education and Social Studies

Developing new quality productive forces is a practical need for China to adapt to the development of the new era, new economy, and new industries, which also puts forward higher requirements for the cultivation of innovative and entrepreneurial talents in universities under the background of the new era. The marketing major in universities keeps up with the trend of digitalization and has made significant progress in innovation and entrepreneurship education. However, there are still problems such as serious homogenization of talent cultivation, further optimization of the teaching team, and overly single practical teaching forms. This article attempts to explore the path of cultivating innovative talents in the marketing major of universities under the background of new quality productivity by searching relevant literature and combining the author's years of teaching observation and accumulation in the marketing major of universities, mainly including the following four aspects: a curriculum ideological and political education mechanism with "professional spirit" as the core, a "interdisciplinary, diversified, and strong characteristic" curriculum system, a progressive teacher capacity cultivation of "teaching, research, competition, and innovation", and international competitiveness cultivation, in order to promote the development of university education.