“双创”背景下高职院校市场营销专业教学改革研究  

Research on the Teaching Reform of Marketing Major in Higher Vocational Colleges under the Background of“Entrepreneurship and Innovation”

作　　者：郭玫 郭永邦 王卫华 GUO Mei;GUO Yong-bang;WANG Wei-hua(Business School,Hunan Polytechnic of Environment and Biology,Hengyang,Hunan 421005,China)

机构地区：[1]湖南环境生物职业技术学院商学院,湖南衡阳421005

出　　处：《教育教学论坛》2024年第6期88-91,共4页Education And Teaching Forum

基　　金：2022年度湖南省高校思想政治工作质量提升工程资助项目“乡村振兴战略背景下高职院校辅导员引导学生创新创业路径研究”(22F68)。

摘　　要：市场营销是一门应用性较强的学科,毕业生会分布于市场的不同部门,成为后续创新创业的主力军。结合实际思考,首先,简要分析了“双创”的基本概述。其次,阐述了高职院校市场营销专业教学特点,同时对高职院校市场营销专业教学特点进行分析,提出了“双创”背景下高职院校市场营销专业教学工作中存在的问题。最后,陈述了健全实践教学机制、创新理论教学方法、更改课程考核方式、提高“双创”扶持力度、转变固有教学模式等“双创”背景下高职院校市场营销专业教学策略。Marketing major is a highly applied discipline,and graduates will be distributed in different departments of the market and become the main force of follow-up entrepreneurship and innovation.Based on this,combined with the actual thinking,first of all,this paper makes a brief analysis of the basic overview of“innovation and entreprenearship”,then expounds and analyzes the characteristics of marketing professional teaching in higher vocational colleges,puts forward the marketing professional teaching problems,finally states the sound practice teaching mechanism,innovation theory teaching method,how to change the course assessment way,strengthen the support for“innovation and entrepreneurship”and change the inherent teaching mode.

关 键 词：“双创” 高职院校 市场营销专业 

分 类 号：G712[文化科学—职业技术教育学]