应用型院校市场营销专业本土化与国际化课程体系的构建思路、实施与保障

Construction, Implementation and Safeguarding of Localization and Internationalization Course System of Marketing Majors in Application-oriented Institutions

随着我国社会经济的发展,市场营销学在社会经济文化政治等领域的应用进一步深化。市场营销专业是一门实践性、综合性、经验性非常强的专业,一方面发源于美国的市场营销理论需要本土化建设,另一方面市场营销前沿理论层出不穷,高层次应用型营销人才需要国际化视野。本土化与国际化的市场营销专业课程体系的构建高度契合市场营销专业的性质和特点,有助于我国应用型本科院校复合型市场营销专业人才培养。

With the social economy prosperity, marketing plays a more and more important role in social economy, culture, policy and other fields. Marketing is a practical, comprehensive and experience-focused major. On one hand, marketing theory coming from America needs to be localized. On the other hand, a succession of frontier marketing theories has emerged. Therefore, application-oriented marketing personnel needs to have internationalization view. Featured with localization and internationalization, construction of marketing curriculum system is corresponded with characteristics of marketing major so as to contribute to marketing personnel training in application-oriented universities.