基于实战项目的营销课程实训改革与再探索——以农产品市场营销课程为例  

Reform and Re-exploration of Marketing Course Training Based on Practical Project——Taking “Marketing of Agricultural Products” Course as an Example

作　　者：王海丽[1] WANG Hai-li(Shanghai Vocational and Technical College of Agriculture&Forestry,Shanghai 201699)

机构地区：[1]上海农林职业技术学院,上海松江201699

出　　处：《安徽农业科学》2021年第20期277-282,共6页Journal of Anhui Agricultural Sciences

基　　金：上海市高等教育学会2018年度研究课题(GJEL18117)。

摘　　要：农产品市场营销是一门实践性较强的课程,在课程教学中如何通过实战营销的方式提升学生的实践营销技能,是当前高职教学中亟需解决的问题。依托校内师生共同运营的乐实公司平台提供的真实商务环境开展教学改革,持续探索基于实战营销环境下的课程改革,在4届学生的教学中先后开发了五大实训项目,努力将学生营销技能的培养与服务地方农业结合,为相关课程实训教学改革和农业营销人才培养提供有益借鉴。"Marketing of Agricultural Products" is a highly practical course. In the course teaching, how to improve students’ practical marketing skills by means of practical marketing is an urgent problem to be solved in higher vocational education. Relying on the real business environment provided by the platform of Leshi Company jointly operated by teachers and students, the author carried out the teaching reform and continuously explored curriculum reform based on practical marketing environment. In the course teaching of the four sessions of students, five training projects had been developed, striving to combine the cultivation of students’ marketing skills with serving the local agriculture, which provided a useful reference for the reform of practical teaching of relevant courses and the cultivation of agricultural marketing talents.

关 键 词：农产品市场营销 课程实训 实战项目 

分 类 号：S-01[农业科学] G712[文化科学—职业技术教育学]