STEM教育理念引入市场营销学教学后的实施效果评估研究——基于3年教学调查数据的双重倍差法分析  

Research on the Evaluation of the Effect after Introducing the STEM Education Concepts into Marketing Teaching:Based on Differences-in-differences of 3-year Teaching Survey Data

作　　者：毛凌琳[1] 何鑫[1] Mao Linglin;He Xin(College of Economics and Management,Hunan University of Arts and Science,Changde 415000,Hunan,China)

机构地区：[1]湖南文理学院经济与管理学院,湖南常德415000

出　　处：《技术经济》2020年第8期70-76,共7页Journal of Technology Economics

基　　金：湖南省教育科学“十三五”规划2019年度项目“基于信息技术的地方高校线上线下混合式教学质量提升机制研究”(XJK19CGD035);湖南省普通高等学校教学改革研究项目“以打造‘金课’为目标的应用型本科院校《统计学》课程教学创新与实践研究”(湘教通〔2019〕183号)。

摘　　要：集科学、技术、工程和数学于一体的STEM教育理念是否能提高在校大学生的创新能力,是一个具有研究价值的问题。本文以STEM教育理念引入市场营销课程为研究目标,通过理论分析其融合机制与实现形式,设计了基于STEM教育理念的市场营销学课程模式,并利用市场营销课程教学效果的3年调查数据,运用能够消除政策内生性的双重倍差法,实证检验了STEM教育理念引入后的教学效果。研究发现,STEM教育理念引入课程能够显著提升学习优秀率0.23个百分点。这一结论对于大二年级的学生尤为明显,但并不存在明显的性别差异。鉴于此,本文认为应当加快STEM教育理念引入课程教学的建设进程,加大对课程建设的投资力度,以此保证高校培养创新性人才的效果。It is a question with research value whether the STEM education concept which integrates science,technology,engineering and mathematics could improve the innovation ability of current college students. It takes the introduction of STEM education concept into marketing curriculum as the research objective,through theoretical analysis of its integration mechanism and realization form,a marketing curriculum model based on STEM education concept are designed,and empirically tests the teaching effect after the introduction of STEM education concept by using the 3-year survey data of marketing course teaching effect and the differences-in-differences which could eliminate the policy endogeneity. It is found that the introduction of STEM education concept into the curriculum can significantly increase the academic excellence rate by 0.23%,which is particularly obvious among sophomores with no significant gender difference. Therefore,it is necessary to speed up the process of introducing STEM education concept into the curriculum and increase the investment in curriculum construction in order to ensure the effectiveness of cultivation on innovative talents in colleges and universities.

关 键 词：STEM教育理念 市场营销 双重倍差法 

分 类 号：G642[文化科学—高等教育学]