案例教学法在高职市场营销教学中的实施

Implementation of Case Teaching Method in Marketing Teaching in High Vocational Institutes

市场营销案例教学具有实战性、启发性和参与性的特征,能够培养学生理论联系实际的能力,已经成为高职市场营销教学中主要教学方法。本文结合自己在高职院校教学的实际经验,从市场营销教学中运用案例教学的必要性、案例教学的组织实施及应该重视的问题等方面,探讨了案例教学法在高职院校市场营销教学中的应用。

The case teaching of marketing has the characteristic of authenticity,elicitation and participation.It can be used to cultivate students’ ability of combining theory with practice as a main teaching method in marketing teaching.The paper mainly discuses applications of case teaching method in marketing from different aspects of its necessity,its organization and some key points with the author’s actual experience in marketing teaching in a high vocational institutes.