工商管理专业市场营销方向开设营销伦理课程的构想——以河西学院工商管理专业人才培养为例  

Conception for setting up the course of marketing ethics in marketing direction of business management major——An example of business management professional training at Hexi University

作　　者：周秀兰[1] 

机构地区：[1]河西学院经济管理学院,甘肃张掖734000

出　　处：《江苏商论》2013年第5期12-14,18,共4页Jiangsu Commercial Forum

基　　金：国家社科基金项目(编号:11XGL014);甘肃省教育厅科研项目(编号:1109B-05)

摘　　要：随着社会对伦理道德的重视,市场营销方向学生的培养方案必须及时反映和纳入伦理道德的因素和内容,这既是高校内涵发展的重要任务之一,也是下一步课程设置改革的尝试之一。本文从四方面论述了开设营销伦理课的必要性、总体构想及课程目标。教师试图通过启发式理论教学、案例分析、情景模拟、项目教学法等教学方法加强学生的营销伦理教育,有利于学生形成良好的营销伦理观念。With the development of ethics in all directions, training scheme of marketing students at Hexi University must cover this content, which play an important role in the internal development of University and this change is positive for the reform in education. This paper discusses the necessity, general idea and the curriculum goal of the course of marketing ethics. The teacher tried to enhance the students＇ marketing ethics education and help students form a good marketing ethics by heuristic theory teaching, case analysis, scenario simulation and project teaching method.

关 键 词：市场营销 营销伦理 人才培养 

分 类 号：F713.3[经济管理—产业经济]