高职高专市场营销案例教学模式的研究

Research and Application of Case Teaching Mode of Marketing Facing Higher Vocational Colleges

案例教学被公认为理论与实践结合最密切的一种教学方式,不失为发挥学生主体,培养创造性人才的好方法。然而案例教学在我国仍停留在教学方法的层面,仅仅只是一种工具和手段,案例教学效果不理想。本文从案例教学、举例说明、范例教学的内涵入手,指出了当前市场营销案例教学中存在的问题,最后探讨了高职高专市场营销案例教学模式的建立与应用,以期案例教学获得实质性的成效。

Case teaching is recognized as a kind of teaching mode,which combines theory with practice most closely,and it is regarded as good method playing the student＇s main role and helping the cultivation of creative talents.But in China,case teaching is still in the level of only a teaching method,a tool and a mean,and its effect is not ideal.Starting from the connotation of case teaching,example and example teaching,this article points out the existing current problems in case teaching in higher vocational colleges.Finally,this paper probes into the mode of establishment and application of case teaching of marketing,hoping to obtain substantial effect.