市场营销专业教学模式比较分析及其目标模式选择

Comparative analysis on modes of teaching for marketing and its selection for target teaching mode

伴随着知识经济时代的到来,市场对市场营销从业人员的素质要求将越来越全面,复合型和创新型人才将越来越适应市场需求。面对这种演变趋势,作为市场营销专业人才培养和输出机构的高等学校,不得不积极探索科学有效的市场营销专业教学模式,以适应时代变迁之需求。在此基础上,综合分析了市场营销专业中的三种主要教学模式, 并结合时代发展态势及市场营销专业内在学科特性进一步指出,"案例教学+模块化+计算机辅助技术"教学模式是市场营销专业未来的一种目标选择模式。

With the advent of the era of knowledge economy, the staffs of marketing have to improve their capabilities so as to meet the demand of employers, whose reuqirements for the employees are increasingly becoming generalist and creativity. Facing the evolutionary tendency, colleges and universities, as one of the institutions of training and outputting the talents of Marketing, will have to retrospect and adjust its model of teaching, so as to meet the new demands. Thus, the paper tries to analyze three main modes of teaching for the marketing. Then, combing the evolutionary tendency of current era with internal characteristics of marketing, we further point out that, for the Marketing, the target mode of teaching will be the teaching mode of 'case teaching plus modularization plus computer-aided technology'.