《营销策划》课程“以赛促教”过程式教学体系构建  

Construction of Process Teaching System of“Teaching via Competition”for Marketing Planning Course

作　　者：刘晓丽 周莹 Liu Xiaoli;Zhou Ying(School of Management,Cunjin College of Guangdong Ocean University,Zhanjiang 524094,China)

机构地区：[1]广东海洋大学寸金学院管理学院,广东湛江524094

出　　处：《湘南学院学报》2020年第2期83-87,共5页Journal of Xiangnan University

基　　金：教育部产学合作协同育人项目(201802296001);广东海洋大学寸金学院旅游管理特色专业项目(CJTSZY2016003);广东海洋大学寸金学院质量工程项目(CJ2018004,ZLGC2017050)。

摘　　要：《营销策划》课程是管理类专业的核心课程之一,高校《营销策划》课程存在教学方式僵化、教师实操能力与企业要求不匹配、学生积极性较低、考核方式片面等问题.“以赛促教”过程式教学体系将《营销策划》课程与学科竞赛紧密结合,以竞赛真实命题进行课程实操练习,强调过程式教学和过程式考核,通过理论知识准备、参赛实操和总结评价三个阶段的设计,教师教学和学生任务两条主线并行,达到以赛促教、以赛代练的目的,最终实现教师和学生创新能力和综合能力的提升.“以赛促教”过程式教学体系需要在培养方案的修订调整、指导教师团队的组建、成绩评定的改革等方面构建保障措施.Marketing planning course is one of the core courses of management major.There are some problems in the teaching of Marketing Planning course in the universities,such as rigid teaching methods,mismatch between teachers'practical abilities and enterprises'requirements,low enthusiasm of students,one-sided assessment methods and so on.The"teaching via competition"process teaching system combines marketing planning course with discipline competition closely,carries out course practice with real proposition of competition,and emphasizes process teaching and assessment.The system includes three stages:theoretical knowledge preparation,competition practice and summary evaluation,and the two parallel main lines of teacher's teaching and student's task,so as to achieve the goal of teaching with competition and training with competition,and finally enhance the innovative ability of teachers and students as well as the improvement of comprehensive ability.The"teaching via competition"process teaching system needs to construct safeguard measures in the modification of training scheme,the construction of instructor team and the reform of achievement assessment.

关 键 词：营销策划 以赛促教 过程式教学体系 构建 

分 类 号：G642[文化科学—高等教育学]