Abstract
This research analysed the integration of innovation and entrepreneurship education for students, majoring in digital media art design. Using a grounded theory approach, we investigated the experiences of two research groups: five leaders of digital media art design courses in colleges and universities, and five successful entrepreneurs who had majored in digital media art design and had achieved significantly in the industry after graduation. From the two dimensions of 'innovation' and 'entrepreneurship', as well as the two perspectives of 'implementer' and 'party', semi-structured interviews were conducted on the core competencies that innovation and entrepreneurship talents should have the methods and experience of innovation and entrepreneurship education, the difficulties and problems in the implementation of innovation and entrepreneurship education, the need for talent among enterprises and the factors affecting entrepreneurship success. By analysing and clustering the data, we were able to comprehensively identify the main problems and aspects that require more attention in terms of cultivating innovative and entrepreneurial talents in the digital media art design major. Based on the grounded theory research method, this paper established a theoretical model, outlining the innovation of the digital media art design major and the entrepreneurship education reform path. The key internal elements of the model include mechanisms for professional talent training, curriculum integration, teacher team construction and resource support. The school-enterprise cooperation mechanism is recognised as the key external element for innovation and entrepreneurship education reform. The results provide direction for future education and teaching reform, as well as professional input for the digital media art design major. The findings encourage those involved in the digital media art design major to cultivate more high-level, pioneering professionals, so as to adapt to the transformation and upgrading of economic and social development in the context of a growing digital economy.