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随着现代经济的不断发展和完善,企业对市场营销人才的需求不仅体现在数量上,更体现在质量上。他们需要更多拥有更实用技能的市场营销人才能快速进入工作角色。而高职院校的教学课程和企业的岗位需求如何才能做到不脱节,是市场营销课程教学改革必须面对的现实问题。对此笔者基于工作过程,从培养目标、课程设计、教学方法等三个方面对高职院校的市场营销课程改革进行分析和探讨,以找到应对之策略。
With the constant development and improvement of the modern economy, the demand of the enterprises for the marketing talents is not only reflected in the quantity, but also in the quality. They need more marketers with more practical skills to get into the job quickly. However, how to make the teaching curriculum in higher vocational colleges and the job demand of the enterprises can not be undisturbed is a realistic problem that the marketing reform of marketing courses must face. Based on the work process, the author analyzes and discusses the reform of marketing courses in higher vocational colleges from three aspects: training objectives, curriculum design and teaching methods, in order to find a coping strategy.