一般本科院校市场营销专业学生实践能力的培养

Training of Students' Practical Abilities of the Marketing Majors in the General Undergraduate Colleges

缺乏应有的实践能力和实践经验是我国目前众多一般本科院校应用型人才培养的一个突出问题,市场营销专业学生的实践能力包括基层营销人员的实践能力和营销管理人员的实践能力。一般本科院校市场营销专业学生实践能力的培养应从师资队伍素质建设、教学模式改革及实践体系构建三个方面展开。

The marketing professional university graduates are lack of the practical ability and practical experience. The undergraduate marketing majors＇ practice ability is divided into two categories： grassroots marketing practice ability and marketing management practice ability. And this paper describes in detail the formation and improvement of the practical ability of marketing majors in application-oriented undergraduate colleges from three aspects： the teachers＇ quality, teaching mode and practice system.