校企共育人才培养模式下市场营销实务课程调研分析

Investigation and Analysis of Marketing Training Course from the Perspective of Talents' Co-cultivation Model between Industries and Colleges

当代高职教育推行校企一体化育人培养模式,开发产教融合、工学结合的教学模式,引领职业教育未来发展的方向,而课程内涵建设是学校的灵魂,也是核心。但高职市场营销实务课程普遍存在教学内容滞后,实操不够;教师缺乏企业背景,课程开发系统性差;合作企业积极性不高等诸多问题。通过调研走访国内六所高职院校校企共育式人才培养的成熟案例,提出相应的对策重构课程体系,包括加大政府投入和政策引导,引企入校,鼓励教师下企业锻炼学习,让教学企业"有利可图"等,不断推进职业教育校企一体化的育人模式。

Course construction is the soul of the implication growth of each college. However,the drawbacks of marketing course construction reflect the tough issues of out-of-date teaching contents,inadequate practical implementation,teachers＇ insufficient enterprising experiences,weak course exploring system,and enterprises＇ low enthusiasm in co-working with colleges. Based on the survey and analysis of successful cases on talents＇ cultivation models between enterprises and colleges from six domestic vocational colleges,it is a must to reconstruct course structure and system via intensifying the governments＇ investment and policy instruction,introducing enterprises to collaborate with colleges,encouraging teachers to exercise themselves in enterprises and benefiting enterprises in order to boost the integrated talents cultivation model of collaborating between colleges and enterprises.