基于能力拓展的财经类本科生《营销学》教学改革研究

Marketing Teaching Reform for Undergraduate of Finance and Economics Based on Competence Enhancing

从拓展学生专业能力的角度而言,财经类本科生《市场营销学》教学改革首先要重视对学生的以"态度"、"细节"和"习惯"为基础的学习规划能力的培养。在此基础上,《营销学》教学内容要适应服务型经济对市场营销人才的要求;教学模式要突出互动性;应从现实可能性出发,切实加强《营销学》教学的实践环节;必须建立和完善本科生《营销学》学习成绩评价系统。

From the perspective of enhancing students＇ professional competence, marketing teaching reform for undergraduate of finance and economics should begin with fostering their planning competence which focuses on attitude, detail and habit. On this basis ,the content of marketing course should meet the human resource demands of modem service economy. The instruction mode of marketing should give prominence to interaetivity. The practice segments of marketing teaching should be strengthened based on realistic possibility. At last, a new system students＇ marketing learning performance evaluation should be built and improved.