“活案例”教学法在营销理论教学中的运用  

Application of Case Teaching in Marketing Theory Teaching

作　　者：廖可贵[1] 

机构地区：[1]武汉科技大学中南分校,湖北武汉430223

出　　处：《武汉冶金管理干部学院学报》2006年第4期66-68,共3页Journal of Wuhan Metallurgical Manager's Institute

摘　　要：理论教学案例化的研究和实施是我国全面推进素质教育、提高教学质量和实现教学改革目标的必然要求。市场营销是一门操作性很强的课程,教学中必须将理论与实践有机结合起来,才能取得好的效果。本文对“活案例”的选择和引入以及教师如何按照案例背景资料进行理论讲授、分解案例包含的知识要点、给出案例分析范本等进行了探讨,以达到理论教学案例化的目的。Case teaching is an inevitable requirement to comprehensively promote quality education, to improve the quality of teaching and education, to achieve the objectives of teaching reform. Marketing is a very workable curriculum, needs to combine theory with practice. This paper discusses the choice and introduction of ＂lively cases＂, probes on how teachers explain the theory in accordance with cases background, analyze knowledge containing in cases, give the model of case analysis, so as to achieve the purpose of teaching the theory by cases.

关 键 词：服务市场营销 “活案例” 理论教学案例化 营销策略 

分 类 号：G642.4[文化科学—高等教育学]