中华优秀传统文化视角下高职《市场营销》课程思政教学研究  

Ideological-political Teaching of Marketing Management at Vocational Colleges——from the Perspective of Fine Traditional Chinese Culture

作　　者：汪洋 WANG Yang(Luoding Polytechnic,Luoding Guangdong 527200)

机构地区：[1]罗定职业技术学院,广东罗定527200

出　　处：《天津商务职业学院学报》2023年第6期81-87,共7页Journal of Tianjin College of Commerce

基　　金：2022年度广东省职业院校文化素质教育研究课题“中华优秀传统文化视角下的高职市场营销课程思政教学研究”(项目编号:gdwsj16)的阶段性研究成果。

摘　　要：本文从当前市场营销课程思政的现状入手,以中华优秀传统文化为视角,从基因层面的融合进行探讨,从思政元素供给、融合方法论及实践路径三个维度深入挖掘中华优秀传统文化中的思政元素。并将思政元素细分为原生、内生和外生三个层次,在此基础上构建了“圆葱图”模型;完成课程思政三层次融合模型的构建;并按照市场营销课程的课程体系及结构将模型加以应用,从而在思政元素价值的广度和深度上进行延伸,以实现思政教育与市场营销专业课的协同。Starting with the analysis of the current situation,this paper discusses the ideological-political teaching of Marketing Management from the perspective of fine Chinese traditional culture.Ideological-political elements in fine Chinese traditional culture are explored in terms of element supply,integrating methods and practice path.These elements are subdivided into three levels,i.e.protogenous,endogenous and exogenous.On this basis,the"onion map"model is constructed,thus completing the construction of the three-level integration model for ideological-political teaching.According to the curriculum system and structure of Marketing Management,the model is applied,thus extending the value of ideological-political elements in depth and breadth,and finally achieving a high degree of coordination between ideological-political education and Marketing Management teaching.

关 键 词：中华优秀传统文化 高职院校 课程思政 市场营销 

分 类 号：F713[经济管理—产业经济]