高职院校《消费心理学》课程改革的思考与探讨

Thoughts and Discussion on Curriculum Reform of Consumer Psychology in Higher Vocational Colleges

《消费心理学》消费者行为学是市场营销专业的主干专业课,是培养市场营销专业学生实践能力和观察分析能力的重要课程,是一门具有综合性、应用性、发展性的特点的学科。根据职业教育知识、能力、素质教学目标的要求,当前教学改革的主要任务就是优化教学内容,构建科学的课程结构,推进学科专业建设。但在现阶段该课程往往存在教材内容不适用、教学模式与方法陈旧、考核标准不科学等问题,导致教学中出现学生缺乏学习主动性、理论与实践相脱离等现象。因此对这一课程进一步改革势在必行。本文从教学内容体系、教学方法、考核方式三个方面,对消费者行为学课程改革进行探讨,以期提高学科教学质量,强化学生动手能力,激发学生学习积极性,提高学生综合运用知识的能力。

Consumer psychology is main course of marketing specialty,is to develop marketing professional students’ practical ability and ability of observation and analysis,is the discipline with comprehensive,applied and developmental characteristics.According to the requirements of the teaching goal of vocational education knowledge,ability and quality,the main task of current teaching reform is to optimize the teaching content and build a scientific curriculum structure,promote professional disciplines construction.However,at this stage,the course often exist in some issues,namely the teaching material content are not suitable,the teaching mode and method are obsolete,and assessment standards is not scientific,which leads to the phenomenon in teaching that students are lack of learning initiative,theory and practice are unable to combine.Therefore,reforming this course is imperative.This paper,from the teaching contents system,teaching methods and evaluation methods,discussed the curriculum reform of consumer behavior,so as to improve the quality of teaching,strengthen students’ practical ability,stimulate the students’ enthusiasm of studying,and improve the students’ comprehensive ability of using knowledge