市场营销专业整体设计与协同创新

Overall Design in Marketing Major and Collaborative Innovation Reform in Universities

对目前高校市场营销专业的传统教学模式进行文献研究和实地调研发现,该专业人才培养缺乏特色、教学模式与企业需求脱节、教与学矛盾突出。以整体设计协同创新的教学体系构建为突破口,提出内外多元主体协同推进营销专业定位、教学模式改革、双师型师资队伍建设和多元考核评价体系构建等协同创新改革的一系列举措,以促进高校市场营销专业的持续发展。

There are some common problems yet to be solved in the traditional teaching mode of marketingmajor. Based on overall designing and collaborative innovation teaching idea, this paper explores the teach-ing reform and practice approaches of marketing major in aspects of specialty orientation, characteristics,teaching mode reform, construction of teaching staff and assessment system, hoping to provide reference forthe sustainable development of local universities.