Abstract
With the rise of e-commerce, more and more attention has been paid to web marketing planning, which plays an important role in pre-transaction and secondary product promotion. Besides, enterprises need professional web marketing talents to maximize the benefits. In order to realize the seamless link between universities and enterprises, the web marketing course needs to be designed with the teaching content and assessment method reasonably according to the needs of enterprises, so as to improve the teaching level and students' practical ability. In the teaching reform of the course Web Marketing Theory and Practice, relevant tools of “We Media” (WeChat, Moments, Micro-blog, etc.) are fully utilized to complete the web marketing practice on Taobao Spreader. For example, the commission mechanism of Taobao Spreader and the freedom of We Media platform can fully mobilize the enthusiasm of students. The course Web Marketing Theory and Practice can be assessed mainly based on practice. Through the analysis report and process scoring, students' performance can be mastered in real time and the problems can be solved in the process of practice.
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