市场营销专业实践教学之案例教学和专业实习研究

Case Teaching and Professional Practice in Practical Teaching for Marketing Majors

公共关系学课程的应用性、实践性和综合性决定了案例教学具有与理论教学同等地位;目前的公共关系学案例教学在如何进行创新、如何更好进行案例编写与选择、如何均衡案例分析中教师与学生关系、如何更好调动学生积极性等问题上有较大改进空间,具体可以从改进案例来源和结构、改进案例分组方法、改进案例教学模式等方面进行。市场营销专业的专业实习可以从明确作用、编写切实可行的实习大纲、采取灵活多样的实习形式、建立科学考核方式等方面进行改进。

Case teaching is as important as theory teaching in public relations course in terms of its utility,practicability and comprehensiveness.Current case teaching in the course can be improved greatly in aspects like how to innovate,how to compile and select cases,how to balance relationship between teachers and students in case studies as well as how to motivate the students more.This can be carried out by improving sources and structure of cases,case grouping method and teaching patterns.The professional practice of marketing majors can be improved by making clear the function,compiling feasible practice program,adopting flexible practice forms and building up scientific assessment system.