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Since the proposal of the “Digital China Strategy”, the digital transformation of higher education in China has entered a period of rapid development. Generative Artificial Intelligence(GAI), as a technology based on deep learning models, has been widely used in the field of higher education in China and has become an important driving force for promoting educational reform and digital transformation. Short Video Marketing, as an important course in marketing major, adopts experiential teaching methods such as case teaching, scenario simulation, role-playing, and team tasks in the classroom. This study takes the teaching design of Short Video Marketing courses as the research object, exploring the integrated application of multiple types of GAI technology and experiential teaching. And combined with the teaching content, the specific process of GAI and teacher-student collaboration and interaction in the four stages of short video user profiling analysis, short video content selection, short video script creation, and short video production was analyzed. Furthermore, the ability requirements for using GAI technology, the actual effects of technology application, and the limitations of GAI technology were further explored. The research results indicate that integrating GAI with experiential teaching can better enable students to quickly generate and edit personalized short video content, while enhancing their learning interest, participation, and practical abilities. By building a new classroom that integrates teachers, students, and GAI technology, it can help improve teaching efficiency and stimulate students’ creativity. However, it is also necessary to pay attention to the ethical issues of GAI during use. In addition, cultivating students’ GAI technology application ability, understanding its limitations and future development trends have become new challenges in teaching. This study provides new ideas for the innovation of experiential teaching mode and useful references for the application of GAI in teaching practice.

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Integration and Application of GAI and Experiential Teaching Method: Application Practice Based on Short Video Marketing Course Design

  • 会议论文

  • 发表日期：

    2025年

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  • Zhiwei Zhou,
  • Dazhang Li,
  • Genqiao Wang

摘要

Since the proposal of the “Digital China Strategy”, the digital transformation of higher education in China has entered a period of rapid development. Generative Artificial Intelligence(GAI), as a technology based on deep learning models, has been widely used in the field of higher education in China and has become an important driving force for promoting educational reform and digital transformation. Short Video Marketing, as an important course in marketing major, adopts experiential teaching methods such as case teaching, scenario simulation, role-playing, and team tasks in the classroom. This study takes the teaching design of Short Video Marketing courses as the research object, exploring the integrated application of multiple types of GAI technology and experiential teaching. And combined with the teaching content, the specific process of GAI and teacher-student collaboration and interaction in the four stages of short video user profiling analysis, short video content selection, short video script creation, and short video production was analyzed. Furthermore, the ability requirements for using GAI technology, the actual effects of technology application, and the limitations of GAI technology were further explored. The research results indicate that integrating GAI with experiential teaching can better enable students to quickly generate and edit personalized short video content, while enhancing their learning interest, participation, and practical abilities. By building a new classroom that integrates teachers, students, and GAI technology, it can help improve teaching efficiency and stimulate students’ creativity. However, it is also necessary to pay attention to the ethical issues of GAI during use. In addition, cultivating students’ GAI technology application ability, understanding its limitations and future development trends have become new challenges in teaching. This study provides new ideas for the innovation of experiential teaching mode and useful references for the application of GAI in teaching practice.