在专业课程建设中贯彻全球化理念——以全英《市场营销》课程为例

Idea of Globalization in Curriculum Development of Business Subjects: A Case Study of English Immersion Marketing Courses

全球化的不断深化要求高等院校培养"全球视野、本土实践"的复合型人才。本文以全英市场营销系列课程建设为例,研究以适应全球化商务环境为目的的教学改革的实践以及效果。基于商务课程的专业特点和全球商务实践的要求,提出"全球-本土化"的教学目标以及具体要求。并基于学生的认知、态度进行了实证研究,检验了改革的效果及存在问题。

The rapid development of globalization requests that institutions of higher education should culture talents with global vision and local practice. Based on a case study of curriculum development of marketing related courses （taught in English）, this paper studies the practice and effect of the teaching reform aiming to adapt to the globalized business environment. Specific criteria are established for integrating the ＇ glocalization ＇ teaching objective with the characteristics of business subjects and global business practice. Empirical studies on students＇ perception and attitude are conducted to assess the effects as well as address the problems of such reform practice.