产教融合背景下聚焦产业需求的新媒体营销课程模块化教学改革与实践  

Modular Teaching of New Media Marketing Course under the Background of Industry Education Integration

作　　者：李敏 欧晓倩 祖冉 戴静雯 LI Min;OU Xiao-qian;ZU Ran;DAI Jing-wen(Anhui Technical College of Mechanical and Electrical Engineering,Wuhu 241000,China;Anhui Business College of Vocational Technology,Wuhu 241000,China)

机构地区：[1]安徽机电职业技术学院,安徽芜湖241000 [2]安徽商贸职业技术学院,安徽芜湖241000

出　　处：《武汉船舶职业技术学院学报》2025年第1期42-47,共6页Journal of Wuhan Institute of Shipbuilding Technology

基　　金：安徽省高等学校省级质量工程“汽车制造与试验技术专业教学资源库”(项目编号:2022jxzyk013);“汽车制造与试验技术特色高水平专业”(项目编号:2022TSGSP018);第二批国家级职业教育教师教学创新团队项目“汽车制造与试验技术”(项目编号:2020TZPY42)。

摘　　要：在当前产教融合大背景下,以新媒体营销课程为例,聚焦产业需求,实施了模块化教学改革实践。其中,改革实践的亮点为课程内容重构后的模块三新能源汽车海外数字化营销,依托奇瑞汽车数字营销产业学院,校企共同培养具有国际视野的新时代营销人才。秉持以学生为本的教育理念,深化产教融合进程,校企合作共同打造真贯通、真融合、真评价的课堂,实施双线双轨教学策略,四新五育并举,孵育三心好青年。教学改革实践结果表明,学生的新媒体海外营销知识、数字化内容创作能力均全面提升,国际化职业素养和岗位适应能力同步增强。Under the background of industry-education integration,focusing on industry demand,the modular teaching reform of New Media Marketing course was discussed and implemented.Relying on Chery Automobile Digital Marketing Industry College,based on the project of overseas digital marketing of new energy automobiles,schools and enterprises jointly cultivated marketing talents with an international perspective in the new-era.Adhering to the student-centered educational philosophy,with the integration of industry and school,a truly integrated classroom was constructed,using the Dual-track teaching both in and out of the classroom to cultivate talents with skills and morality.The results of the teaching reform showed that students' knowledge of new media marketing and digital content creation ability had been comprehensively improved,and their international professional quality and job adaptability had been enhanced simultaneously.

关 键 词：产教融合 国际视野 模块化教学 职业教育 

分 类 号：G642[文化科学—高等教育学]