面向创新创业能力培养的市场营销学课程实践教学改革探析  

Analysis on the Practice Teaching Reform of Marketing Course in the Cultivation of Innovative and Entrepreneurial Ability

作　　者：张艳[1] 

机构地区：[1]绵阳师范学院商学院,四川绵阳621006

出　　处：《绵阳师范学院学报》2016年第4期66-71,共6页Journal of Mianyang Teachers＇ College

基　　金：绵阳师范学院教学改革与研究项目"基于自主学习的‘以赛促学’市场营销实践教学模式研究"(Mnu-JY1312)

摘　　要：市场营销学具有高度实践性和创新性,市场营销学课程实践教学可以培养学生的创新创业能力,其教学效果直接影响大学生创新创业的成败,因而市场营销学课程实践教学改革对推进高校创新创业教育改革起到积极作用。文章基于创新创业能力的内涵与创新创业能力培养的内容,分析了市场营销学课程实践教学的意义,尤其是在创新创业能力培养中的特殊作用,提出了市场营销学课程实践教学改革的原则和具体措施,以期为高校市场营销学课程实践教学改革提供参考。Marketing is characterized by highly practical and innovative features. Marketing courses practice teaching can cultivate student＇s ability of innovation and entrepreneurship,and affect the success or failure of the college students＇ innovation and entrepreneurship. Marketing courses practice teaching reform will promote the innovation and entrepreneurship education in colleges and universities. Based on innovation and entrepreneurship connotation and innovation ability training content,the article analyzes the marketing significance of practical teaching,especially its special role in fostering the ability of innovation and entrepreneurship. Finally,marketing course practice teaching reform of the principles and specific measures are proposed in order to provide a reference for marketing course practice teaching reform in other colleges and universities.

关 键 词：创新创业能力培养 市场营销学课程 实践教学 教学改革 

分 类 号：G642[文化科学—高等教育学]