From "Skill-Oriented" to "Thinking-Oriented": A Study on Teaching Reform for E-commerce Visual Marketing Courses from the Perspective of Human-Machine Collaboration

Abstract

With the rapid development of AIGC technology, the e-commerce visual marketing industry is undergoing a profound transformation from "pure manual design" to "human-machine collaborative creation." Traditional e-commerce visual marketing courses in higher vocational education have long adhered to a "skill-oriented" approach, with software operation training as their core focus, which is no longer sufficient to meet the industry's new demands for versatile professionals. From the perspective of human-machine collaboration, this paper analyzes how AIGC is reshaping the e-commerce visual marketing industry ecosystem and the profound demands it imposes on the competency structure of professionals. It reveals the practical challenges confronting the current "skill-oriented" curriculum in higher vocational education, and articulates the underlying logic of shifting from a "skill-oriented" to a "thinking-oriented" approach. On the basis of clarifying the four-dimensional connotations of strategic thinking, aesthetic judgment, data thinking, and critical thinking, this paper proposes a reform pathway oriented toward a "thinking-oriented" approach across four dimensions—curriculum objectives, teaching content, teaching models, and evaluation systems—aiming to provide a reference for the transformation and upgrading of e-commerce visual marketing courses in higher vocational education.