中职、高职、本科市场营销专业人才培养规律与课程衔接标准的思考  

Reflection on Training Rules and Curriculum Standards of Marketing Professionals in Secondary Vocational Schools,Higher Vocational Colleges and Universities

作　　者：苏兰君[1] SU Lan-jun

机构地区：[1]北京信息职业技术学院,北京100018

出　　处：《北京财贸职业学院学报》2018年第2期44-49,共6页Journal of Beijing College of Finance and Commerce

基　　金：中国职业技术教育学会第四届理事会科研规划项目2014-2015年度课题"中职;高职;本科市场营销专业人才培养衔接标准研究"(课题编号:201401Y19)的成果

摘　　要：中职、高职、本科市场营销专业人才培养衔接应遵循职业人才成长与培养规律,职业成长是中职、高职、本科衔接的灵魂,亦是课程的灵魂,由此决定其课程模式是职业成长课程,而非职业胜任课程。着眼于营销人的职业成长,"产教深度融合"进行科学的职业成长课程开发、设计与实施,实现职业知识、职业能力、产业文化、营销价值观、职业品德、职业精神等多维度、灵动、系统的有机衔接,由此推动学生按照职业发展阶梯逐级实现职业成长。The connection of marketing professionals in secondary vocational schools,higher vocational colleges and universities should follow the growth and training rules of professional talents.Career growth is the soul of the connection in secondary vocational schools,higher vocational colleges and universities,as well as the soul of curriculum.Therefore,the curriculum mode is a career growth course rather than a vocational competency course.Focusing on the career growth of marketing people,we should develop,design and implement a scientific career growth course based on the deep integration of industry and education,so as to achieve organic integration of multi dimension,spirit and system of vocational knowledge,professional ability,industrial culture,marketing values,professional ethics and professional spirit,thus helps students achieve career growth step by step according to career development ladder.

关 键 词：市场营销 人才培养 职业成长规律 课程衔接 

分 类 号：G710[文化科学—职业技术教育学]