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案例教学在工商管理类课程中的运用效果,逐渐获得了众多教师和学生的认同。市场营销学作为管理学的一个分支,同样可以实践案例教学。在推动市场营销案例教学取得良好成效的诸多要素中,除教师掌握案例教学的方法与技术并组织好课堂教学外,优秀的教学案例同样对于教学效果具有重要影响。本文在市场营销课程的基本特点基础上,分析教学案例的开发策略,重点分析教学案例的编写过程。
Case teaching in business administration courses in the use of the effect, and gradually gained the recognition of many teachers and students. Marketing as a branch of management can also practice case teaching. Among the many elements that promote good results in marketing case teaching, in addition to the teachers mastering the methods and techniques of case teaching and organizing classroom teaching, outstanding teaching cases also have an important impact on teaching effectiveness. Based on the basic characteristics of marketing courses, this article analyzes the development strategies of teaching cases and focuses on the process of compiling teaching cases.