基于专业建设的市场营销工学结合机制研究

The Mechanism Study of Working-Learning Integration in the Marketing Degree Program

文章在阐述工学结合培养模式的基础上,反思以往工学结合存在的问题,对市场营销专业开展工学结合的工作机制进行了研究,提出工学结合工作必须满足专业人才培养的需要、必须坚持阶段性和系统性原则、坚持组织实施的可行性原则。同时将高职3年培养期分成营销意识培养、基本营销能力培养和综合营销能力培养三个阶段,根据教学进程的安排,对三个阶段的工学结合活动进行了有针对性地设计,并提出了具体的组织和管理措施。

Based on expatiation of the training mode of working-learning integration in the marketing degree program, the problems presented in the past were considered and the working mechanism for developing working-learning integration was studied. This paper raised the points that the working- learning integration must meet the requirements for the training of professionals, and insist on phased and systematic tenets as well as feasibility principles of organization and implementation. It is suggested that the higher vocational education with 3-years period for the program of marketing can be divided into three training phases, i.e. marketing awareness, primary marketing ability, and comprehensive marketing ability. The author designed the targeted activities for the training of working-learning integration in these three phases according to the progress of the curriculum, and proposed the detail measures for organization and management.