论市场营销教学案例来源的模式创新

On Pattern Innovation of Resources of Marketing Teaching Cases

案例教学是使市场营销理论与实践统一的有效途径,案例教学的效果很大程度上依赖于案例的来源模式。传统的案例来源是一种缺乏完整性与系统性的模式,不利于教学效果的提升。创新传统的案例来源模式就是要实行校企合作,企业主动为高校提供营销案例,形成校企双向沟通的模式。这种模式既有利于保证营销案例的质量和案例教学的效果,也有利于企业的可持续发展。

Case teaching is an effective way to unify marketing theory and practice, and the effects of case teaching, to a great extent, depends on the pattern of cases resources. Traditional cases resource is a pattern lacking of completeness and systematicness and affecting the full play of teaching effects. To innovate the traditional cases resources is requested to advocate the cooperation between schools and enterprises. In such a mode, enterprises initially offer marketing cases for universities, thus form a pa...