基于实践驱动的高等院校市场营销专业课程改革研究——以“市场调研实务”课程为例

Research on the curriculum reform of marketing professional courses in colleges based on practical driving:taking “Market Research Practice” as an example

目前,我国市场机制的不断完善使得营销理念深入到社会的各行各业,对营销人员的要求也越来越高,特别是对实践能力和综合素质的要求要高于对专业理论知识的要求。高等院校市场营销专业"市场调研实务"课程教学过程中存在的问题也日益突出,文章对"市场调研实务"课程教学现状及存在的问题进行分析,设计基于实践驱动能力培养的"市场调研实务"课程改革新思路,使得该专业学生毕业后能够快速地适应和服务社会。

At present,with the continuous improvement of the market mechanism in China,the marketing concept has been deepened into all walks of life in society.The requirements for marketers are also getting higher and higher.In particular,the requirements for practical ability and overall quality are higher than that for professional theoretical knowledge.The problems existing in the course of teaching＂Market Research Practice＂in the marketing professional courses of higher vocational colleges are also increasingly prominent.The paper analyzes the current situation and existing problems in the course of＂Market Research Practice＂and designs market research based on the cultivation of practical driving ability.The practice of new ideas for curriculum reform makes this professional student able to quickly adapt to and serve the society after graduation.