基于现代职业教育的市场营销专业应用型本科建设探索  

The pilot construction of application-oriented Undergraduate education for marketing major in modern vocational education

作　　者：徐小龙[1] 

机构地区：[1]上海金融学院工商管理学院,上海201209

出　　处：《北京经济管理职业学院学报》2016年第2期49-54,共6页Journal of Beijing Institute of Economics And Management

基　　金：2014年上海高校本科重点教学改革项目(67);上海市高等教育学会立项课题(ZCGJ39-14)

摘　　要：新建本科院校面临向应用型职业本科教育转型,这种转型要通过高校各个本科专业从培养学术型人才转变为培养应用型人才来实现。建立面向现代职业教育的应用型市场营销本科专业,需要进行精准定位,确定市场营销人才的差异化培养方式,将产教融合作为应用型本科专业建设的核心,将职业对接作为专业建设的基础,凸显特色,建立模块化和职业化的、"双证融通"的专业课程体系,采用阶梯递进式的教学方式方法,构建以专业能力和岗位技能培养为导向的教学方法体系。Newly established universities have to change into the application-oriented vocational universities. The transformation of application-oriented vocational universities was based on the change of their majors for cultivating applied talents. This paper described the case of marketing major of Shanghai Finance University and analyzed the positioning method for marketing major and the basic construction ideas of the application-oriented major. A program of cultivating applied undergraduate which is composed of curriculum system and teaching method system was proposed.This paper would provide useful inspiration for the development of the application-oriented undergraduate and development of the vocational undergraduate education in other universities.

关 键 词：市场营销 金融营销 应用型 本科 

分 类 号：F713.50-4[经济管理—市场营销] G712[经济管理—产业经济]