基于体验式教学法的市场营销教学改革研究  

Research on Marketing Teaching Reform Based on Experiential Teaching Method

作　　者：沙海琴[1] 马博涛[1] SHA Hai-qin;MA Bo-tao(Changji University,Changji Xinjiang 831100,China)

机构地区：[1]昌吉学院,新疆昌吉831100

出　　处：《湖北开放职业学院学报》2023年第2期160-161,164,共3页Journal of Hubei Open Vocational College

基　　金：教育部2021年第一批产学合作协同育人项目“市场营销实践基地建设”(项目编号:202101252012);昌吉学院2021年教学科研课题“基于应用型人才培养目标的实践教学改革与研究——以昌吉学院市场营销实验室建设为例”(项目编号:21JYYB016)。

摘　　要：市场营销是综合性、实践性较强的经营管理学科,需要学生充分了解我国社会市场经济发展趋势,从而结合理论知识学习,推动自身的专业成长与职业发展。而在市场营销教学中采用体验式教学法能够契合学生的认知规律和发展需求,符合市场营销学科的性质,方便师生进行交流、互动。因此在市场营销教学改革中应用体验式教学法拥有鲜明的现实意义和价值。对此本文结合体验式教学法的概念界定与基本理论,探究体验式教学法在市场营销教学改革中的应用问题,提出科学合理的应用思路和策略,以期提升市场营销教学改革的有效性和实效性。Marketing is a comprehensive and practical business management discipline. Students need to fully understand the development trend of China’s social market economy, so as to promote their professional growth and career development in combination with theoretical knowledge learning. The use of experiential teaching method in marketing teaching can meet the cognitive law and development needs of students, conform to the nature of marketing discipline, and facilitate the communication and interaction between teachers and students. Therefore, the application of experiential teaching method in marketing teaching reform has distinct practical significance and value. In this regard, combined with the concept definition and basic theory of experiential teaching method, this paper explores the application of experiential teaching method in marketing teaching reform, and puts forward scientific and reasonable application ideas and strategies, in order to improve the effectiveness and pragmaticality of marketing teaching reform.

关 键 词：体验式 教学法 市场营销 教学改革 

分 类 号：G642[文化科学—高等教育学]