大数据背景下营销专业课程“理虚实”一体化模式构建  

Analysis of the Integration Construction Method of the“Theory,Virtual simulation and Reality”Based on the Background of Big Data

作　　者：黄东梅[1] 代杨 HUANG Dongmei;DAI Yang(School of Economics and Management, Weinan Normal University, Weinan 714099, China)

机构地区：[1]渭南师范学院经济与管理学院,陕西渭南714099

出　　处：《渭南师范学院学报》2021年第11期38-45,共8页Journal of Weinan Normal University

基　　金：2021年教育部第一批产学合作协同育人项目:大数据背景下营销专业实践教学模式的优化与重构(202101385043);渭南师范学院教育教学改革研究项目:基于学生实践能力提升的《销售管理》课程教学模式探索(JG201901)。

摘　　要：大数据时代高校的营销专业课程建设主要存在以下问题:专业培养目标与企业人才需求不协调,信息化教学落后造成课程内容重复、案例陈旧、知识更新滞后,课程平台建设共享性与交互性较差,产教研协同创新不足导致学生实践能力弱。因此,营销专业课程数字化改革应从转变人才培养目标入手,加强信息技术与教学的深度融合,实现教学资源优化配置,积极探索大数据背景下营销专业课程群“理虚实”一体化的新模式。通过修订教学目标、重构课程知识模块及教学理念的更新等方面进行课程改革的立体化设计,将理论学习和实践学习融会贯通,以达到知识能力培养和市场人才需求对接的目的。At present,there are the main problems in the construction of marketing professional courses.Firstly,professional training objectives are not coordinated with the enterprise talent needs.Secondly,the backward information teaching methods result in repeated course content,old cases and slow knowledge update.Thirdly,the construction of curriculum platform becomeformalistic,making poor sharing and interaction.Finally,the lack of collaborative innovation of industry,teaching and research leads to students’weak practical ability.Therefore,the digital reform of marketing professional courses should start with changing the goal of talent training,strengthen the deep integration of information technology and teaching,and realize the optimal allocation of teaching resources.At the same time,this paper actively explores the new model of“Theory,Virtual simulation and Reality”of Big Data background marketing.The three-dimensional design of curriculum reform is mainly through the revision of teaching objectives,the reconstruction of curriculum knowledge module and teaching concept renewal,so as to achieve the purpose of docking between knowledge ability training and market talent demand.

关 键 词：大数据 营销专业课程群 数字化教学改革 “理虚实”模式 

分 类 号：G642[文化科学—高等教育学]