基于知识包的营销教学与记忆模式研究——以《消费者行为学》为例

A Study of Marketing Teaching and Memory Model Based on Knowledge-packets: Taking Consumer Behavior as an Example

有关营销理论教学与记忆模式的探索具有鲜明的时代特色。为了克服《消费者行为学》教学中存在的"理解难、记忆难与应用难"等问题,有必要将心理学概念和营销理论链接在一起,将复杂的理论归纳为一个个知识包,并在教学过程中,借助互动式案例和情境教学,详细解释知识包,及其在解决实际问题中的妙用。综合来看,在教学中导入能够高度概括理论体系的"知识包",既可显著提高学生的理解能力,也有助于学生记住并运用关键的营销理论,对营销课程模块化和实践化教学改革有重要的帮助。

The marketing theory teaching and memory model has distinctive era characteristics. In order to solve the teaching problems in consumer behavior, it is necessary to link the psychology concept with marketing theory, conclude complex theories into a series of knowledge-packets, and use case study and scenarios to understand and apply these knowledge-packets. In brief, the introduction of knowledge-packets can not only significantly improve students＇ compre-hension capacity, but also help students to master rmrketing theory, and innovate rmrketing modular teaching.