浅论高职高专《市场营销学》课程改革的实践探索  

On Practical Exploration of Marketing Course Reform in Higher Vocational Colleges

作　　者：梅洁[1] 

机构地区：[1]安徽城市管理职业学院,合肥230011

出　　处：《价值工程》2013年第29期257-259,共3页Value Engineering

摘　　要：《市场营销学》是经济管理学科的重要专业基础课程,是高职高专院校市场营销专业的核心专业课程。该课程对于经济管理学科体系中非市场营销专业的学生而言,可以培养其适应快速变化的经济环境的能力,提高学生的专业素养及人文素养。对于市场营销专业学生而言更具有举足轻重的意义,可以帮助其理解营销的基本原理,了解学科的体系框架以备更深入的学习和探索该专业的其它课程;可以培养学生运用营销组合策略的能力,培养专业学生成为具有综合性和创造性素质的人才。本文主要就高职高专《市场营销学》教学改革的实践探索过程中的切身感受给出一些叙述,旨在进一步完善《市场营销学》课程的教学。Marketing is an important professional basic course of economics and management discipline, and is the core professional course of marketing of higher vocational college. For non-marketing majors in economics and management discipline system, this course can cultivate their ability to adapt to the ever-changing economic environment and improve students＂ professional quality and humanistic quality. For marketing majors, the role of this course is more important. It can help students understand the basic principle of marketing, know the discipline system structure in order to learn and explore other courses of this specialty deeply. It can cultivate students＂ ability to use marketing mix strategy and train the marketing majors to become versatile talents with innovative spirit. This article mainly states the author＇s feelings in the practical exploration of Marketing course reform aiming to perfect the Marketing course teaching.

关 键 词：市场营销学教学 课程改革 项目教学法 实践操作 

分 类 号：G423.07[文化科学—课程与教学论]