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<p>In the era of the digital economy, the Internet marketing course, a core component of the marketing curriculum in higher education, has become increasingly critical. However, the traditional teaching practices of the course have faced challenges, including insufficient depth in theoretical understanding, limited flexibility in translating theory into practice, inadequate alignment with contemporary trends, and a lack of adaptability to rapidly evolving environments. To address these issues, the teaching team at Wuhan University redesigned the course across five dimensions, including depth, rigor, intensity, breadth, and resilience. Leveraging a “four-in-one” teaching resource system, the course adopted an innovative teaching methodology grounded in the motivation, opportunity, and ability (MOA) framework. This method stimulated students’ intrinsic learning motivation, fostered collaborative creativity, and promoted mutual growth. It empowers students to develop self-management capabilities and establishes a student-centered learning paradigm characterized by shared responsibility, co-creation, and collective ownership. The teaching model ultimately seeks to cultivate high-quality and interdisciplinary talents in online marketing who are equipped with the entrepreneurial, innovative, and creative competencies necessary to meet the demands of the digital economy.</p>

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A Trinity Teaching Mode Grounded in the MOA Framework: Insights from Wuhan University’s Internet Marketing Course

  • 期刊论文

  • 发表日期：

    2025年3月1日

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  • Minxue Huang,
  • Yangyi Eric Tang,
  • Yuan Liu,
  • Qiyuan Wang

摘要

In the era of the digital economy, the Internet marketing course, a core component of the marketing curriculum in higher education, has become increasingly critical. However, the traditional teaching practices of the course have faced challenges, including insufficient depth in theoretical understanding, limited flexibility in translating theory into practice, inadequate alignment with contemporary trends, and a lack of adaptability to rapidly evolving environments. To address these issues, the teaching team at Wuhan University redesigned the course across five dimensions, including depth, rigor, intensity, breadth, and resilience. Leveraging a “four-in-one” teaching resource system, the course adopted an innovative teaching methodology grounded in the motivation, opportunity, and ability (MOA) framework. This method stimulated students’ intrinsic learning motivation, fostered collaborative creativity, and promoted mutual growth. It empowers students to develop self-management capabilities and establishes a student-centered learning paradigm characterized by shared responsibility, co-creation, and collective ownership. The teaching model ultimately seeks to cultivate high-quality and interdisciplinary talents in online marketing who are equipped with the entrepreneurial, innovative, and creative competencies necessary to meet the demands of the digital economy.