两种创新教学方法在营销学教学中的运用及效果分析  

Application and Effect Analysis of Duel Innovative Methods in Teaching Marketing Course

作　　者：曹曦[1] 

机构地区：[1]洛阳理工学院经济与工商管理系,河南洛阳471023

出　　处：《洛阳理工学院学报（社会科学版）》2014年第4期90-93,共4页Journal of Luoyang Institute of Science and Technology：Social Science Edition

摘　　要：营销学是管理学的一个分支,是实践性最强的社会学科之一。成功进行营销教学的重要条件在于完整的学科知识体系的建立。结合实例介绍了在知识体系影响下连续性案例教学、图示法理论教学这两种创新与传统相结合的教学方法在实际中的运用,并通过对学生期末考试成绩的统计对比,对两种方法进行可行性分析。As a branch of management science,marketing is one of the sociological courses that have a strongest nature of practice. The worst taboo in the process of teaching the marketing course is that it is confined by the traditional teaching ideas and theory which make the teaching methods immutable and frozen. This paper,in the light of the past semesters＇ marketing teaching experience,suggested,first of all,the important conditions for a successful marketing teaching ― setting up a knowledge system of the subject,then introduced sequential case teachings and the graphic theoretical teaching which were a combination of the two teaching innovations and the traditional methods conducted according to empirical cases under influence of the knowledge system,and,finally,the two methods are feasibly analyzed with regard to the results of the statistics on scores in the final examination.

关 键 词：营销学教学 知识体系 案例连续性 图示法 理论教学 

分 类 号：G642.4[文化科学—高等教育学]