基于能力本位的本科市场营销教学改革探析

Exploration on the Undergraduate Marketing Teaching Reform Oriented by Abilities

以能力本位为核心进行市场营销教学改革是当前本科市场营销教育发展的方向,文章分析了基于能力本位的本科市场营销教学改革特征,构建了市场营销职业能力评价体系,并进一步阐述了基于能力本位的本科市场营销教学改革实施的各个要点。

The marketing teaching reform oriented by abilities is the development direction of the current undergraduate marketing education. This paper analyzed the features of the undergraduate marketing teaching reform oriented by abilities, constructed a marketing occupational ability evaluation system, and further discussed various key points of implementing the undergraduate marketing teaching reform oriented by abilities.