Analysis of the application effect of multi-dimensional digital intelligence software in the “Marketing” course based on structural equation model

Abstract

With the arrival of the AI era, both students and teachers have an increasingly strong demand for various digital and intelligent software in teaching. How to better integrate intelligent software into curriculum teaching to meet the needs of teachers and students and improve the teaching effectiveness is an issue that urgently needs to be addressed. Therefore, this article takes the teachers and students who have participated in the curriculum reform of “Marketing” as the research objects, applies multi-dimensional intelligent software to the “Marketing” course, uses SPSS software and AMOS software to complete the correlation analysis, regression analysis, and structural equation model analysis of relevant factors, and forms a genuine large model + curriculum reform mode. The results show that 74% of the people support the use of multi-dimensional intelligent software in curriculum reform. However, 40% of them believe that they do not have enough technical proficiency in familiarizing themselves with the software itself. As a result, their willingness to recommend the digital software they have used to others is not high. The research findings indicate that the key to enhancing the effectiveness of curriculum reform is to improve the teachers’ and students’ own proficiency in using digital software, especially the intelligent components of digital and intelligent software. This paper suggests that more software training programs should be carried out in curriculum teaching, and more policy support related to intelligent software should be introduced, so as to better promote the improvement of the effectiveness of curriculum reform.