市场营销专业应用型本科人才培养的“双证融通”探索

Exploration of “Dual-certificate Integration” in the Cultivation of Applied Undergraduate Talents in Marketing Specialty

我国高校对本科层次的“双证融通”正处于探索过程,研究市场营销专业本科层次的“双证融通”有助于指导改进市场营销专业应用型本科人才培养质量,对改进其它专业应用型本科人才培养提供借鉴。为了实现“一教双证”,要从应用型本科人才培养定位、培养目标以及职业资格证书的权威性和本科人才培养的匹配性等方面确定“双证融通”方案。然后,要重构课程体系,考虑增设职业资格考证课程模块。在教学内容上实现课证融合,在教学方法和考核方式上实现融通。

Undergraduate-level"dual-certificate integration"is under exploration in colleges and universities in China.Research on the"dual-certificate integration"of marketing specialty at the undergraduate level conduces to improve the training quality of ap.plied undergraduate talents in marketing specialty.It can provide important enlightenment to other majors.When designing a“dualcertificate integration”program to realize"one teaching and two certificates",training orientation,training objectives,authoritative.ness of vocational qualification certificates and its compatibility to applied undergraduate talents’training should be considered.The curriculum system should be reconstructed with the module of vocational qualification course added to.Courses and certificates should be integrated in teaching contents,and their teaching methods and assessment methods should be compatible.