OBE理念下网络营销课程教学改革实践研究  

Research on the Practice of Teaching Reform in Network Marketing Course under the OBE Concept

作　　者：刘娟[1] LIU Juan(Business School,Xijing College,Xi’an Shaanxi,710123,China)

机构地区：[1]西京学院商学院,陕西西安710123

出　　处：《创新创业理论研究与实践》2024年第21期26-28,36,共4页The Theory and Practice of Innovation and Enterpreneurship

基　　金：陕西省“十四五”教育科学规划2023年度课题一般项目“OBE理念下应用型本科网络营销课程教学改革与实践研究”(SGH23Y2949);西京学院2023年度教学改革研究项目“‘双创’视域下的网络营销课程教学改革与实践”(JGYB2342);2023年度陕西高校创新创业教育在线开放课程“‘双创’视域下的网络营销”(陕教高办[2023]40号)

摘　　要：该文以西京学院电子商务专业的网络营销课程为研究对象,针对课程教学中的问题,提出在OBE(成果导向教育)理念指导下,结合创新创业教育进行课程改革。改革措施包括教学内容重构、课程资源拓展、混合式教学应用、“教赛创融合”、多元化考核方案设计及课程教学团队能力增强,以提升学生的网络营销实践能力、创新创业能力,提高学生课堂参与度及教学成效,进而满足行业对人才的需求,提升教学质量。This article takes the network marketing course of e-commerce majors at Xijing College as the research subject.It aims to address issues in course teaching and proposes a course reform under the guidance of the OBE(Outcome-Based Education)concept,integrated with innovation and entrepreneurship education.The reform measures include restructuring of teaching content,expansion of course resources,application of blended teaching,integration of teaching and competition-creation(TCC Integration),design of diversified assessment schemes,and enhancement of the teaching team’s capabilities.These reforms aim to improve students’practical abilities in network marketing,enhance innovation and entrepreneurship skills,increase classroom engagement levels,and raise teaching effectiveness,thereby meeting industry talent demands and enhancing teaching quality.

关 键 词：网络营销 OBE理念 创新创业 教学改革 混合式教学 “教赛创融合” 

分 类 号：G640[文化科学—高等教育学]