论高职市场营销专业教材的改革

On the Reform of Teaching Materials for Marketing Majors in High Vocational Schools

教材是教学所依据的蓝本,体现教育的思路和培养目标。高职市场营销专业要实现培养目标,必须要深化教材改革。为此,需要研究教材改革的历史背景,提出教材改革、开发的思路和原则要求,编写出版特色鲜明的“换代型”市场营销专业教材。

Teaching is based on teaching materials, which embody the train of thoughts and training objectives of education. In order to fulfill training objectives, marketing majors in high vocational schools need to deepen the reform of teaching materials. Thus, research needs to be made on the historical background of the reform of teaching materials so as to put forward its train of thoughts and principle requirements, compile and publish 'regenerating type' teaching materials with fresh characteristics.