基于“四位一体”的《消费者行为学》应用性教学模式构建途径探析

Approach on the Construction of Application Teaching Model of “Consumer Behavior” Based on “Four in One”

作为市场营销专业的核心专业课,《消费者行为学》是一门理论性、实践性、综合性很强的课程。其教学模式在一定程度上决定着学生对该课程的学习效果。因此,如何改革传统的教学方法,探索适合该课程特点、体现应用性的教学模式就显得尤为重要。通过构建基于"四位一体"的应用性教学模式,将理论知识讲授、案例教学、专题调研及综合考评方式有机结合,以期对教学改革及人才培养提供有益借鉴。

As a core specialized course of marketing major, ＂Consumer Behavior＂ is a theoretical, practical andcomprehensive course. Its teaching mode determines the students＇ learning effect in a certain extent. Therefore,how to reform the traditional teaching methods , and to explore application teaching model that is suitable for thecharacteristics of the course and reflects the application, is particularly important. The paper combined theteaching of theoretical knowledge, case teaching, special research and comprehensive evaluation by constructing ateaching model based on ＂four in one＂, so as to provide useful reference for teaching reform and personneltraining.