微案例教学法在市场营销学教学中的应用

Application of Micro-case Teaching to Marketing Teaching

微案例教学法作为案例教学法的有益补充,对提高市场营销学课程教学质量有着积极的作用.根据微案例教学法的特点,在微案例选取中应遵循简短性、贴切性、吸引力、实用性、时效性等原则,在实施过程中应采取提出知识点、展示微案例、微案例点评三个紧密相连的步骤.

The micro-case teaching,a helpful supplement to case teaching method,plays an active role in improving the quality of marketing teaching.The selection of micro cases in micro-teaching should follow the brief,felicitous,attractive,practical and timely principles and three procedures are taken in the teaching,introduction to knowledge,displaying the micro cases,and comment on the micro cases.