With the rapid changes in the market environment and the intensifying competition in the business world, there is a growing demand for high-quality marketing talent with market insight and data analysis capabilities. To address this challenge, applied undergraduate universities urgently need to advance innovative reforms in their curriculum systems and talent cultivation models. This paper, based on the OBE educational concept, takes market research courses as its research object and proposes a “three-stage progressive, four-dimensional integration” teaching model. Through a three-stage progressive path of “knowledge system construction-practical application-competency internalisation”, it systematically integrates four dimensions: knowledge construction, competency refinement, competency internalisation, and evaluation empowerment. This model aims to cultivate students' comprehensive abilities in market research, data analysis, and business decision-making, providing a new solution for the cultivation of applied marketing talent.

Minxia Zeng. Research on the Innovation of Teaching Mode of Market Research Course Based on OBE Concept. International Journal of New Developments in Education (2025), Vol. 7, Issue 8: 90-94. https://doi.org/10.25236/IJNDE.2025.070814.

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