OBE理念下技能竞赛与高职市场营销教育融合研究--以广东农工商职业技术学院市场营销专业为例  

Research on the Integration of Skill Competition and Higher Vocational Marketing Education under the OBE Concept--Taking the Marketing Major of Guangdong Agriculture Industry Business Polytechnic as an Example

作　　者：吴春 WU Chun(Guangdong Agriculture Industry Business Polytechnic,Guangzhou 510507,China)

机构地区：[1]广东农工商职业技术学院商学院,广东广州510507

出　　处：《广东农工商职业技术学院学报》2020年第1期39-43,共5页Journal of Guangdong Agriculture Industry Business Polytechnic

基　　金：2017年广东省高职教育商业类专业教学指导委员会教育教学改革项目“基于OBE理念下专业技能竞赛与专业教育改革的实践研究——以市场营销专业为例”(YSYJZW201723)。

摘　　要：在全球化、信息化的市场环境下,就业市场对营销人才的需求和评价标准呈现出了变化。当前高职院校市场营销专业人才的培养目标和模式还存在着学用脱节、教学方法陈旧、学生综合素质有待提高等问题。以广东农工商职业技术学院市场营销专业建设为例,分析当前企业对营销人才的需求,以OBE成果导向理念为指导,明确培养目标,分解职业能力,以市场营销技能竞赛为项目依托,"以赛促教,以赛促学",实现"就业导向、能力本位"的人才培养目标。In a globalized and information-oriented market environment, the job market’s demand for marketing talents and evaluation standards have changed. At present, the training objectives and models of marketing professionals in higher vocational colleges still have problems such as disjointed learning, outdated teaching methods, and the need to improve the comprehensive quality of students. Based on the marketing professional construction of Guangdong Vocational College of Agriculture, Industry and Commerce, as an example, analyze the current demand for marketing talents, use the OBE results-oriented concept as a guide, define the training goals, break down professional skills, and rely on marketing skills competitions as the project. "Promote teaching, promote competition through learning" to achieve the "employment-oriented, ability-based" talent training goal.

关 键 词：OBE 技能竞赛 市场营销 职业能力 

分 类 号：G710[文化科学—职业技术教育学] G42[文化科学—教育学]