营销类课程教学效果提升路径研究——基于建构主义的视角

Research on the Path of Enhancing the Teaching Effect of Marketing Course——Based on the Perspective of Constructivism

营销人才需求与供给的矛盾显示营销人才培养环节出现了问题,即未能把握市场需求。随之延伸的是教学中出现的一系列问题,主要是实践教学缺位、教学方法单一、教学内容机械、考评体系不完善等。问卷调查也显示,学生对课程设置和教学活动不满意。在探究英美相对完善的营销类课程教学体系后,在建构主义框架下提出了在课程目标、教学方法和内容、考评体系以及学生学习等不同方面的营销类课程教学效果提升路径。

The contradictories between demands and supplies of marketing talent displayed the problem of training, that is, fail to meet demand of market. Then, a series of problems that appear in teaching include vacancy of practical teaching, lack of teaching method, meaningless of teaching content, imperfect of evaluation system and so on. The survey also shows students＂ dissatisfaction of curriculum and teaching activities. Combined Anglo-American marketing class teaching system, under framework of constructivism, we present different paths to enhance the teaching effect on course objectives, teaching methods and content, and students＇ evaluation system and learning of students themselves.