In the digital economy era, higher education needs to cultivate creativity–innovation–entrepreneurship (CIE) talents. The Internet marketing course at Wuhan University redesigned its teaching to address challenges in traditional teaching methods.

Based on the MOA framework, the traditional teaching model has issues. In terms of motivation, students lack intrinsic drive as teaching doesn’t consider their interests. Regarding opportunity, limited integration of emerging realities restricts practical application. And for ability, traditional teaching overlooks self-learning and innovation capabilities.

To solve these problems, an innovative trinity teaching method was developed. In the motivation dimension, diverse assignments and peer feedback-based evaluation stimulate students’ intrinsic motivation. The opportunity dimension creates learning chances through a “four-in-one” platform and collaborative activities. The ability dimension focuses on cultivating students’ comprehensive innovative abilities.

The “four-in-one” teaching resource system, including full-process support, immersive teaching, autonomous learning, and integrated experimental platforms, supports the new teaching method. The full-process support resources facilitate five distinct learning stages in Internet marketing course, including the cognitive learning stage, simulated practice stage, application enhancement stage, knowledge expansion stage, and outcome presentation stage.

The course content was reconstructed in five dimensions: theoretical depth, technical rigour, intensive practical application, expansive knowledge, and ideological resilience. The teaching evaluation was also reformed, with peer-based assessment, differentiated assignments, and embedded ideological education.

The new teaching model has achieved positive results, such as high student satisfaction, increased employability, and excellent performance in graduate school admissions and competitions. It provides a practical approach for marketing education reform and talent cultivation in the digital economy.

The work titled “A Trinity Teaching Mode Grounded in the MOA Framework: Insights from Wuhan University’s Internet Marketing Course”, was published on Frontiers of Digital Education (published on March 20, 2025).
DOI: 10.1007/s44366-025-0049-8