数字化时代高职营销教育转型的思考  

A Study of Transformational Development for Marketing Education in Higher Vocational Colleges under Digital Age

作　　者：金若沙[1] 王一丁[2] 徐妮旎 

机构地区：[1]北京培黎职业学院,北京100085 [2]义乌工商职业技术学院,浙江义乌322000

出　　处：《教育与教学研究》2014年第9期92-94,共3页Education and Teaching Research

摘　　要：数字化时代,传统的营销体系逐渐失灵,沿用传统营销思维的营销教育亟需转型。基于"营销3.0"理论,高职新营销教育模式应实现五个转变:教师角色,由传统营销理论传授者向学习者、实践者、引导者转变;沟通形态,从单向传播向互动传播转变;课程建设,从单一知识技术课程向融合化课程转变;教学氛围,由权威导向向非正式、温暖转变;激励机制:由外部激励向人文精神营销转变。In the digital era,since the traditional marketing system no longer works, transformational development of marketing education is highly demanded. Based on marketing 3.0, marketing education in higher vocational colleges must realize five pattern transformations. Firsdy, teacher＇ s role changes from initiator into learner, practitioner, and leader. Secondly, communication modality changes from one - sided communication into interactive communication. Thirdly, curriculum - construction moves into convergence curriculum. Fourthly, teaching atmosphere changes from authority into informality. The last,excitation mechanism moves from extrinsic motivation into human spirit marketing.

关 键 词：高职营销教育 营销3.0 教育转型 

分 类 号：G712[文化科学—职业技术教育学]