应用型高校基于兴趣导向的市场营销人才培养模式研究--以PJ学院为例  

Research on the Interest Oriented Marketing Talent Cultivation Model in Applied Universities--Taking PJ College as an Example

作　　者：屠海良 TU Hai-liang(Pujiang College,Nanjing University of Technology,Nanjing 210012,Jiangsu)

机构地区：[1]南京工业大学浦江学院,江苏南京210012

出　　处：《江苏商论》2024年第9期17-21,共5页Jiangsu Commercial Forum

基　　金：南京工业大学浦江学院人才培养工程计划项目:基于兴趣导向的市场营销专业学生“善学习、能工作”素质培养模式研究(课题编号:njpj2019-1-07)。

摘　　要：学术导向和社会导向是影响高等教育发展的两种重要思想,过多的学术导向难以培养出符合市场需求的应用型人才,过度的社会导向则可能导致学生的功利化学习,如何有效平衡两种导向成为应用型高校人才培养必须解决的问题。通过问卷调查、田野笔记和案例研究的混合方法,本文探索以学生兴趣为导向的市场营销人才培养模式。研究结果表明,人才培养模式趋向于“以学生为中心”,基于兴趣导向的人才培养模式能较好地平衡学术导向和社会导向。发展基于兴趣导向的人才培养模式是在高校落地“以学生为中心”教育理念的有益探索。Academic orientation and social orientation are two important ideas that affect the development of higher education.Excessive academic orientation is difficult to cultivate applied talents that meet market demand,while excessive social orientation may lead to students'utilitarian learning.How to effectively balance the two orientations has become a problem that must be solved in the talent cultivation of applied universities.This article explores a marketing talent cultivation model guided by student interests through a mixed method of questionnaire surveys,field notes,and case studies.The research results indicate that the talent cultivation mode tends to be student-centered,and the interest oriented talent cultivation mode can better balance academic orientation and social orientation.Developing an interest based talent cultivation model is a beneficial exploration of implementing the“student-centered”educational philosophy in universities.

关 键 词：兴趣导向 市场营销 人才培养模式 改革创新 

分 类 号：F730[经济管理—产业经济] G40[文化科学—教育学原理]