新文科背景下市场营销专业课程教学创新与改革研究——以《市场营销学》为例  

Teaching Innovation and Reform on the Course of Marketing Under the Background of New Liberal Arts--A Case Study of the Course of“Marketing”

作　　者：谭晓琳 余雷 甘泉 Tan Xiaolin;Yu Lei;Gan Quan(School of Business Administration,Chaohu University,Hefei 238000,China)

机构地区：[1]巢湖学院工商管理学院,安徽合肥238000

出　　处：《黑河学院学报》2024年第11期97-100,共4页Journal of Heihe University

基　　金：巢湖学院2021年度校级重点教研项目“融合与创新:课程思政背景下《市场营销学》教学改革研究与实践”(ch21jxyj03);巢湖学院校级一流课程项目“市场营销学”(chylkc021);2021年度省级质量工程项目“市场营销专业新文科人才培养模式的建构与实践”(2021sx103);安徽省教育教学改革重点项目“党建引领课程思政改革模式在财务管理专业课程中的实践与探索”(2022jyxm1062)。

摘　　要：新文科时代的到来,对人才培养提出了更高要求。高校在优化人才培养目标的基础上,应当以课程改革为重要抓手,全面推进管理类人才培养的创新发展。本文以《市场营销学》为例,通过“树立OBE理念”“融入课程思政”“开启翻转课堂”“开展混合式教学”等方式,从更新教学理念、优化教学内容、创新教学模式、改进教学方法等多层面、多角度总结新文科背景下课程教学创新与改革的路径。并通过问卷调研的方式验证了改革成效,为高校创新型、复合型、应用型营销人才的培养提供借鉴。The arrival of the new liberal arts era has put forward higher requirements for talent training.On the basis of optimizing the goal of personnel training,colleges and universities should take curriculum reform as an important starting point and promote the innovative development of management personnel training in an all-round way.Taking the course of“Marketing”as an example,this paper summarizes the path of taking teaching innovation and reform under the new liberal arts background from multiple aspects and perspectives,such as“stablishing OBE concept”,“integrating curriculum-based ideological and political education”,“setting up fl ipped classroom”,and“carrying out blended teaching”.The eff ect of the teaching reform is verifi ed through questionnaire survey and other ways,which can provide reference for the training of innovative,composite and applied marketing talents in universities.

关 键 词：新文科 市场营销专业 教学创新 市场营销学 

分 类 号：G640[文化科学—高等教育学]