全领域视野下市场营销实践教学体系改革与实践探索  

The Reform and Practice Exploration of Marketing Practice Teaching System in the Whole Field of Vision—— Taking FY as an Example

作　　者：修菊华[1] XIU Juhua(Fuzhou University of International Studies and Trade, Fuzhou Fujian 350202, China)

机构地区：[1]福州外语外贸学院,福建福州350202

出　　处：《长沙大学学报》2018年第4期147-149,共3页Journal of Changsha University

基　　金：福建省中青年教师教育科研项目(本科高校教育教学改革研究项目)"全领域视角下市场营销专业跨平台实践教学体系构建与研究";编号:JZ160232

摘　　要：实践教学对培养应用型的营销人才有着至关重要的作用,也是未来市场营销专业教学改革的重要方向。当前,营销人才的供求矛盾日益突出,一方面市场营销人才需求旺盛,但另一方面既有丰富实践经验又有较高理论素养的中高层次营销管理人才供给紧缺。基于全领域视野构建营销专业实践教学体系是解决这一问题的重要途径,既可以帮助学生将营销理论知识与实践相联系与转化,又有利于构建营销专业实践教学体系基本框架和专业特色,以便更好地适应应用型营销人才的培养需求。Practical teaching plays an important role in cultivating application-oriented marketing talents,and is also an important direction for teaching reform of marketing major in the future. At present,the contradiction between supply and demand of marketing talents is increasingly prominent. On the one hand,the demand for marketing talents is strong,on the other hand,there is a shortage of talents with rich practical experience and high theoretical accomplishment. And building a marketing professional practice teaching system based on the whole field of vision is an important way to solve this problem. It can help students to connect and transform marketing theory with practice,and is conducive to the construction of the basic framework of marketing practice teaching system and the formation of professional characteristics,in order to better adapt to the training needs of applied marketing talents.

关 键 词：市场营销 实践教学体系 全领域 

分 类 号：G642[文化科学—高等教育学]