应用型本科院校市场营销人才培养模式探索  

The Study of the Marketing Talent Development Models in the Practical Universities

作　　者：黄海棠[1] 

机构地区：[1]三明学院经济管理系,福建三明365001

出　　处：《黑河学院学报》2012年第1期59-62,共4页Journal of Heihe University

基　　金：福建省质量工程项目<应用型市场营销专业人才培养模式创新试验区>(ZL1001/RM(sj));三明学院优势学科项目<工商管理学科建设>(YSXK0605)

摘　　要：随着社会经济的不断发展和对外开放的进一步深入,企业对市场营销专业人才的需求增大、要求有所提高。但目前国内许多应用型本科院校在市场营销人才培养上仍存在理论与实践相脱节,缺乏个性和专业特色等问题。与德国、英国、美国和加拿大等发达国家相比,我国在市场营销人才培养模式上远未完善。通过对目前我国市场营销人才培养现状的研究和分析,学习借鉴发达国家的培养模式,探求培养具有实战能力的应用型本科院校市场营销专业人才培养模式,其内容包括人才培养目标、师资建设、教学过程设计和学生能力评价等。With the development of the society and economy and the opening-up,the enterprises need more and higher quality professional marketing talents.However,there are still some problems in the marketing talent development models in many domestic universities,such as lack of practice and special characters.Compared with those developed countries——Germany,UK,America and Canada,the marketing talent development models are still incomplete.Based on the analysis of the current situation of the marketing talent development models,and also by learning from those developed countries,it is hoped to set up a practical marketing talent development model for the universities in our country,which includes personnel training objectives,staff development,process design and the students＇ ability evaluation.

关 键 词：市场营销 应用型 双轨制 CBE模式 

分 类 号：G40-012[文化科学—教育学原理]