案例教学法在应用型本科市场营销专业课堂教学中的实践与探讨

The Practice and Discussion of Case Teaching Method in the Teaching of Marketing Specialty in Applied Undergraduate Course

地方应用型本科专业教育教学旨在培养应用复合型人才,为当地经济和社会发展服务,因此专业建设和课堂教学改革的方向应重点突出其实践性。市场营销专业是实践性和应用型技能、经验要求很强的专业,而案例教学法是实现课内实践的重要手段。本文探讨了案例教学法在地方应用型本科市场营销专业教学中合理有效运用的具体做法和体会。

Local application-oriented undergraduate major education and teaching are aimed at cultivating applied and interdisciplinary talents for serving local economy and social development.So the direction of major construction and classroom teaching reform should focus on its practicality.Marketing major requires strong practicality,application-oriented skills and experience.And case teaching method is an important means to realize the practice in class.This paper discusses the specific practice and experience of using case teaching method reasonably and effectively in the teaching of local application-oriented marketing major.