高职市场营销课程“五学、五步”分层教学法创新与实践--以Uiniya冷凝机组营销项目为例  

Innovation and Practice of the Layered Teaching Method of“Five Studies and Five Steps”for Marketing Courses in Higher Vocational Education—Taking the Marketing Project of Uiniya Condensing Unit as an Example

作　　者：胡海婧 唐春根[2] 胡新岗[3] 朱善元[4] HU Haijing;TANG Chungen;HU Xingang;ZHU Shanyuan(Vocational Education Research Institute,Jiangsu Agri-animal Husbandry Vocational College,Taizhou 225300,China;Development and Planning Department,Jiangsu Agri-animal Husbandry Vocational College,Taizhou 225300,China;Quality Control Office,Jiangsu Agri-animal Husbandry Vocational College,Taizhou 225300,China;Principal’s Office,Jiangsu Agri-animal Husbandry Vocational College,Taizhou 225300,China)

机构地区：[1]江苏农牧科技职业学院高职教育研究所,江苏泰州225300 [2]江苏农牧科技职业学院发展规划处,江苏泰州225300 [3]江苏农牧科技职业学院质量控制办公室,江苏泰州225300 [4]江苏农牧科技职业学院校长办公室,江苏泰州225300

出　　处：《无锡职业技术学院学报》2024年第6期53-58,共6页Journal of Wuxi Institute of Technology

基　　金：江苏省高等教育教改研究立项课题“农牧类高职校‘学训赛创’一体化创新创业教育模式的研究与实践”(2021JSJG477);2023年江苏省高等教育教改研究立项重中之重课题“高质量发展背景下高职创新型复合型拔尖技术人才培养研究”(2023JSJG031);2023年度江苏省教育科学规划重点课题“基于产教科协同的高职院校创新型拔尖技术人才培养机制研究”(B/2023/02/86)。

摘　　要：本文在项目式教学的基础上借鉴PDCA循环项目管理原理,探索实践高职市场营销课程“五学、五步”分层教学法,并依据范例教学理论对该课程教学目标、教学内容、教学评价、教学策略、教学手段等进行教学设计。同时,以本土绿色产品Uiniya冷凝机组国际营销真实项目为教学载体,依据企业工作过程实施分层分组教学,有效达成教学目标,并形成了选择典型岗位实践项目是有效开展项目化教学的基础、基于学情分析的合理化教学设计是保证教学效果的关键、依托教学数据开展学习综合性评价是促进教学改进的保证三个教学体会。On the basis of project-based teaching,this article draws on the PDCA cycle project management principle to explore and practice the“Five Studies,Five Steps”layered teaching method for vocational marketing courses.Based on the theory of case-based teaching,the teaching objectives,content,evaluation,strategies,and methods of this course are designed.At the same time,using the local green product Uiniya condensing unit international marketing real project as the teaching carrier,and implementing layered and grouped teaching based on the enterprise’s work process effectively achieving teaching goals,and it has formed three teaching experiences:selecting typical job practice projects is the foundation for effectively carrying out project-based teaching,rational teaching design based on learning situation analysis is the key to ensuring teaching effectiveness,and relying on teaching data to carry out comprehensive evaluation of learning is the guarantee for promoting teaching improvement.

关 键 词：市场营销 项目式教学 分层教学 高职 企业典型生产实践项目 

分 类 号：G712[文化科学—职业技术教育学]