基于“校企协同”的高职市场营销专业建设路径——以深圳职业技术学院市场营销专业为例

Pathways of Establishment of Marketing Management Specialty in Higher Vocational Schools Based on "School-enterprise Coordination"——The Case of Marketing Management Specialty of Shenzhen Vocational and Technical College

市场营销专业建设存在校企合作的深度与长效机制不足、教师未能真正将行业企业的相关背景知识应用于课堂教学、教学实训的软硬件环境有待提升等问题。为此,需要创新市场营销专业校企协同建设的路径:依托行业企业,形成校企良性互动的办学模式;建设三维一体的实训教学体系;开发校企合作实训课程;依托横向课题培养学生实践能力。为了实现市场营销专业的校企协同建设,需要塑造专业办学特色、克服实训室建设短板、提升教材建设水平、提升教师队伍水平。

Some problems exist in the establishment of marketing management specialty,such as the insufficient depth and long-term mechanism of school-enterprise coordination,the failure of teachers in applying their knowledge relating to industries and enterprises into classroom teaching,and and the weak software and hardware environment for teaching practice.Thus,it is necessary to innovate the pathways of establishing marketing management specialty jointly by schools and enterprises： relying on industries and enterprises to form the school-enterprise benign interaction school-running mode;establishing the trinity practical teaching system;developing the school-enterprise cooperation practical training courses;cultivating students＇ practical abilities based on horizontal projects.For achieving the goal of schools and enterprises to jointly establishing the marketing management specialty,it is necessary to model the features of specialty,overcome the disadvantages of establishment of practical training room,and improve the level of text development and teaching staff.