工作坊教学模式及其在营销课程中的实践探索

Workshop Teaching Model and Its Practice Exploration in Marketing Curriculums

工作坊引入高校已逐渐发展成一种有明确主题,注重学生参与和自主学习,通过相互交流、讨论和分享解决实际问题的学习方式。本文着重探讨了营销专业引入工作坊教学模式的必要;工作坊教学模式的内涵、特征与优势;其中以《营销沟通技巧》课程为例重点分享了高校营销专业课程工作坊教学实施模式、步骤、内容与体会。

Workshop is a widely introduced teaching method,which focuses on student participation and initiative study,multiple discussions to share the practice puzzles solved through mutually communication.The research have pointed out the necessity and importance of introducing the workshop into marketing teaching.Then,comparatively elaborated its meaning,features and advantages;and thoroughly analyzed the workshop teaching model steps,contents and implication based on the case study of the curriculum "Marketing Communication Skills".