This study explores the optimization of innovation and entrepreneurship education in higher education institutions through the application of new media technologies. A linear spatial model of innovation and entrepreneurship capabilities is constructed by incorporating dimensions such as creativity, perseverance, and opportunity recognition. Furthermore, a multi-objective optimization model for educational resource allocation is developed using big data analytics and grey relational analysis algorithms. The results show that the optimized allocation of resources improves resource utilization efficiency by 18.72% and allocation efficiency by 20.98%. Integrating new media technologies into education enhances personalized learning, collaboration, and practical engagement while aligning university programs more closely with industry needs. These findings provide insights into how new media technologies can strengthen entrepreneurship education and better prepare students for success in a digitally driven entrepreneurial environment.
