From Authentic Projects to Knowledge Assets: The Development and Implementation of a “Five-Stage Production Line” in a Digital and Intelligent Marketing Micro-Major

Abstract: As artificial intelligence becomes deeply embedded in marketing practice, marketing education at application-oriented universities faces three interrelated challenges: course content lags behind rapid tool iteration, simulated training lacks validation in real-world settings, and AI use is insufficiently governed. Drawing on a portfolio of authentic projects, the Digital and Intelligent Marketing Micro-Major at Beijing Union University has developed a practice-oriented talent development model termed the “Five-Stage Production Line.” The model organizes the curriculum around five stages—Field Discovery, Brand Alchemy, Content Co-Creation, Experiential Validation, and Growth Review and Reflection—assesses student development through a four-dimensional model of qualities, motivation, competencies, and role identity, and regulates human–AI collaboration through a “Four Steps and One Reflow” workflow, supported by AI usage guidelines and compliance review procedures. Since its implementation, students’ works have won awards in professional competitions and been adopted by enterprises. Students have planned and operated more than 100 market events, recording nearly 50,000 visits by local residents, and the initiative has been covered by more than 60 media outlets. The findings suggest that an authentic project pool, a university–industry dual-mentor mechanism, and an AI governance framework are three critical conditions for replicating and scaling the model.