大学本科市场营销专业案例教学现状研究

A discussion on case-method teaching in the major of marketing at undergraduate level

本文从教师、案例及学生三个案例教学的要素入手,分析了目前大学本科营销专业案例教学的现状,尤其是在案例教学中存在的问题,并针对问题提出了解决的几点建设。本文可为大学本科市场营销专业从事案例教学改革提供一些理论依据。

Based on the three key elements of case method teaching, namely teachers, cases, and students, this paper analyzes the current situation and problems of case- method teaching in the major of marketing at colleges undergraduate level, and proposes some suggestions to solve the problems. It will benefit universities to reform the case-method teaching in the major of marketing at the undergraduate level.