It is a question with research valueSwhether the STEMSeducation concept which integrates science, technology, engineering and mathematics could improve the innovation ability of current college students.This paper takes the introduction of STEM education concept into marketing curriculum as the research objective, through theoretical analysis of its integration mechanism and realization form, designs a marketing curriculum model based on STEM education concept, and empirically tests the teaching effect after the introduction of STEM education concept by using the 3-year survey data of marketing course teaching effect and the Differences-in-Differences which could eliminate the policy endogeneity. The study found that the introduction of STEM education concept into the curriculum could significantly increase the academic excellence rate by 0.23 %, which is particularly obvious among sophomoresSwithSno significant gender difference. Therefore, this paper argues that it is necessary to speed up the process of introducing STEM education concept into the curriculum and increase the investment in curriculum construction in order to ensure the effectiveness of cultivation on innovative talents in colleges and universities.