“体育市场调研与营销策划”课程线上线下混合式教学设计与实践

Design and Practice of Online and Offline Hybrid Teaching for the Course of"Sports Market Research and Marketing Planning"

为适应数字时代体育营销人才培养的要求,基于一致性建构原则,文章提出了“体育市场调研与营销策划”课程的线上线下混合式教学设计,包括课程目标优化、教学活动重组、考核标准重建、教学资源整合等。构建了包括微课学习、课堂精讲、案例分析、实地考察、定制调研在内的5种基本教学活动和创业项目申报、学术论文写作、一对一辅导三种教学活动的“5+3”教学模式,有效提高了教学质量和教学效率,为应用型课程的教学改革提供了参考和借鉴。

Adapting to the requirements of sports marketing talent development in the digital age,based on the principle of consistency construction,the mixed instructional design of the"Sports Market Research and Marketing Planning",both online and offline,includes the optimization of course objectives,the reorganization of teaching activities,the reconstruction of appraisal criteria,the integration of teaching resources,etc.It has constructed five basic teaching activities including mini class,course highlights,case analysis,field investigations and customized research,and three teaching activities including entrepreneurial project declaration,academic essay writing and one-to-one tutoring.The"5+3"teaching model has effectively improved teaching quality and efficiency and has also provided reference for the teaching reform of applied courses.