项目驱动式“营销调研”教学中的职业道德构建研究——基于元沟通视角  

Research on the Construction of Professional Ethics in the Teaching of Project-driven "Marketing Research"——Based on Meta-communication Perspective

作　　者：罗辉道 LUO Huidao(Dongfang College,Zhejiang University of Finance and Economics,Haining,Zhejiang 314408)

机构地区：[1]浙江财经大学东方学院,浙江海宁314408

出　　处：《科教导刊》2022年第16期85-88,共4页The Guide Of Science & Education

基　　金：浙江财经大学东方学院教学改革项目“基于项目驱动的‘市场调查与分析’课程教学改革研究”(2021JK17);课程群建设项目“市场营销学课程群”(2012KCQ06)

摘　　要：在项目驱动式“营销调研”教学中,教师将学生分成不同的项目组,要求学生小组模拟完成一个调研项目,在此过程中,学生实际调研项目中存在各种常见的职业道德问题。道德问题的根源来自项目实施者的内心思想,发生在潜意识层面。元沟通作为一种主要作用于潜意识层面的沟通方式,具有帮助学生构建良好职业道德的天然优势。在教学过程中,教师通过暗示手段,在学生潜意识层面构建先进营销理念,有助于提高学生的职业道德水平。In the project-driven"marketing research"teaching,teachers divide students into different project groups and require them to simulate and complete a research project.In this process,there are various common professional ethics problems in the actual research projects of students.The root of the moral problems comes from the inner thoughts of the project implementers,and occurs at the subconscious level.Metacommunication,as a kind of communication mode mainly Acting on the subconscious level,has the natural advantage of helping students build good professional ethics.In the process of teaching,teachers construct advanced marketing concepts at the subconscious level of students through suggestive means,which helps to improve students’professional ethics.

关 键 词：项目驱动 营销调研 元沟通 职业道德 

分 类 号：F713.50-4[经济管理—市场营销] G642[经济管理—产业经济]