“双创”背景下营销策划课程实践教学设计与研究

Design and Research on Integrated Practical Teaching of Marketing Planning Course under the Background of “Double Creation” Education

本文基于对营销策划课程实践教学的分析,将创新创业教育融入到课程中,通过引进营销策划项目,探索以"创业项目策划"为主线的实践教学模式,凭借创业载体,将营销理论与营销实践相结合,设计出创业一体化实践教学模式,增强学生的营销策划运作技巧与创新能力;采用创业项目教学法、尝试教学法、大赛驱动式教学法和开放式教学法,通过搜集信息和撰写文案,提高学生的市场调研能力和对数据的分析能力,从而提高学生的专业素质,实现提高学生创业能力和创新能力的目标。

Based on the analysis of the marketing planning course,this paper integrates entrepreneurship education into the course,and forms a practical teaching model with " entrepreneurship project planning " as the main line through the introduction of planning projects.By virtue of entrepreneurship carrier,it combines theory with practice to form an integrated practical teaching design for entrepreneurship so as to enhance the innovative ability of students’ operation skills.Entrepreneurial project-driven teaching method,trial teaching method,competition-driven teaching method and open teaching method can be adopted to improve students’ marketing research ability and data analysis ability through information collection and writing,so as to improve students’ professional quality and achieve the goal of cultivating students’ entrepreneurial ability and innovation ability.