基于协同创新的地方高校市场营销专业应用型人才培养

Applied Talents Training of Marketing Major in Local Universities Based on Collaborative Innovation

地方高校受制于历史沿革、办学条件、研究能力等多方面影响,在应用型人才培养上存在专业雷同、同质化建设、教学质量不均衡等普遍问题。协同创新对于地方高校突出办学特色、整合教学与科研资源、提升人才培养质量等具有显著意义。市场营销专业的实践性学科特征决定了其人才培养过程的产业需求导向与"一专多能"的素质定位,建立由多元化创新合作、优化培养手段与课程体系、创新型教学团队建设等为构成的协同创新人才培养模式,将是提高地方高校应用型人才培养质量的有益尝试。

Being affected by historical evolution, teaching condition and scientific research ability etc., some defects exist in the process of applied talents training of local universities such as similar major construction, homogenous development and unbalanced teaching quality etc. Collaborative innovation will play a significant role in highlighting the teaching characteristic, integration of teaching and scientific research resources and improving the quality of talent training for local university. The practical feature of marketing major renders the process of applied talents training and must fit the industry requirements and the goal of quality education. By analyzing the characteristics and problems of applied talents training about marketing major in local universities, the talent training mechanism of collaborative innovation is drawn, which consists of diversified innovation collaboration,training methods, curriculum system design and teaching team construction.