基于建构主义和AIDAS理论的市场营销学教学模式的设计  

The Design of the Marketing Teaching Model Based on Constructivism Theory and AIDAS Theory

作　　者：何云景[1] 刘瑛[1] 郑同波[1] 

机构地区：[1]太原科技大学经济与管理学院,太原

出　　处：《现代市场营销》2012年第3期36-40,共5页Modern Marketing

基　　金：山西省普通本科高等教育教学改革研究项目(200919-199);山西省高等学校教学改革项目(2012066);太原科技大学MBA课程建设项目(201203);太原科技大学教学研究与改革项目(201120)。

摘　　要：教学应该以学生为中心。教学模式是为实现一定的培养目标,基于一定的教育思想、理论、观念基础上的人才培养诸要素的有机组合。教学模式是依据教学质量评价标准,对教学过程质量的设计与实施,是教学质量保证体系的重要内容。因此,课程教学模式的设计是每位老师备课的关键内容。教学模式构成的要素由六部分组成:教育理论、培养目标、教学内容、教学方法、教学条件和教学评价。建构主义学习理论已成为国际科学教育改革的主流理论;AIDAS原理是提升学生学习意愿的有效方法。市场开拓能力是市场营销学课程目标的核心。SWOT分析、STP理论和4P组合是市场营销学的关键内容。讲授法、问题法、探究法、讨论法是市场营销学的主要教学方法。Teaching should take the student as the center. The teaching model is the organic combination of certain educational ideas, theories, concepts in order to achieve the training objectives. The teaching model is an important part of teaching quality assurance system, which is based on the teaching quality evaluation standards, the quality of teaching process design and implementation. Therefore, the design of the teaching model is the key elements of each teacher lesson planning. Teaching model is composed of six parts: educational theory, training objectives, course content, teaching methods, teaching conditions, and teaching evaluation. Constructivist learning theory has become the mainstream theories of international science education reform;AIDAS principle is an effective method to enhance students’ learn willingness. Market development capability is the core of the marketing. SWOT analysis, the STP theory and 4P combination is the key to marketing. The lecture method, the problem method, inquiry approach, discussing are the main teaching methods of marketing.

关 键 词：市场营销 知识结构 教学模式 建构主义 AIDAS理论 

分 类 号：G6[文化科学—教育学]