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With the aim to cultivate students' patriotism and positive values and enhance the role of ideological and political education in professional courses, the author carried out preliminary study of teaching reform of "Omnimedia Marketing" by adopting case teaching and project design. The study contains three aspects including teaching objectives, design and effectiveness and combines the professional courses with the heritage brands to give full functionality of the professional courses on people education. By conducting the Omnimedia Marketing program the students created a whole new experience and culture for the heritage brands and more additionally recognized the traditional brands and traditional culture. Keywords—Heritage Brands; Ideological and Political Education; Omnimedia Marketing; Teaching Reform

proceedings of the 2nd international seminar on education research and social science (iserss 2019)

Enhancement of Ideological and Political Education in Professional Courses by Using Heritage Brands — Taking the Course "Omnimedia Marketing" as an Example