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市场营销是一门务实性很强的学科,有着自身的规律和特性。经过多年的教学改革探索,目前我国的中职院校在市场营销教学上已经积累了一些成功的经验,很多中职院校已经在学生理论知识足够的前提下着重培养学生的应用能力,努力增强学生的感性认识,提高学生的创新能力,从而为社会输送了大量的应用型、操作型和技能型市场营销人才。但是也存在着培养目标模糊、教学方式落后、考核内容和方式未能体现专业特色、教师缺乏实践经验等问题。本文从优化课程体系和结构、改革教学方法、加强“双师型”师资队伍建设等角度对市场营销教学改革进行了探讨。
Marketing is a very pragmatic discipline, with its own laws and characteristics. After many years of teaching reform and exploration, at present China’s vocational colleges have accumulated some successful experience in marketing teaching. Many secondary vocational colleges have focused on cultivating the students’ ability to apply under the theoretical knowledge of students, Perceptions of students, improve students’ ability to innovate, so as to send a large number of application-oriented, operational and skilled marketing personnel for the community. However, there are also some problems such as obscure training objectives, backward teaching methods, failure to reflect professional characteristics of examination contents and methods, and lack of practical experience of teachers. This article discusses the reform of marketing teaching from the perspectives of optimizing curriculum system and structure, reforming teaching methods and strengthening the construction of “double-qualified teachers” team.