案例教学在市场营销学中的应用探索

Application of case study in the teaching of the course of marketing

为培养适应市场需要的市场营销人才,从改进和完善教学方法的角度提出如何将案例教学更好地引入到市场营销学的教学中。通过案例教学的实践,从教学主体、教学对象、教学对象等5个方面提出在市场营销学中如何应用案例教学的一些建议和思路。其成果对市场营销学的课程教学的改进和市场营销人才的培养,将有所帮助。

Case study is proposed in this paper as a teaching approach for the teaching of the course of marketing. We have carried out a lot of trials in case teaching practice and proposed some suggestions for the application of case study in teaching the subject of marketing, which may have implications for the innovation of the teaching of management courses and the training of marketing talents.