市场营销专业应用类课程的理论教学模式研究——以《促销管理》为例

A Study on Theoretical Teaching Model of Marketing Applied Courses——Taking the Course of Sales Promotion Management as an Example

做好市场营销应用类课程中的理论设计,不仅对教学有益,而且对学生就业与企业用人大有帮助。为促进学生理解理论知识并能准确开展实际操作,本文以《促销管理》为例,明确了以"教材梳理"与"论文梳理"为特征的理论体系建设的重要性。在此基础上,分析了"理论教学"与"实践教学"相结合的教学框架的实施方法。综合来看,有效的理论教学模式设计不仅对提高学生营销素质有益,而且对提升学生实际操作和创新能力大有裨益。

Good theoretical design of marketing applied courses is beneficial for teaching, students＇ performance in job market, and enterprise employment. Taking the course of sales promotion management as an example, the present study highlighted the importance of constructing theoretical system with the characteristic of textbook and paper reorganizing in order to help students better master knowledge and put it into practice. Based on this, the present study analyzed the framework of combing theoretical teaching and practical teaching. Synthetically, an effective theoretical teaching model can not only help students improve their marketing-relevant qualities, but also can bring better practical operation and higher innovation ability.