翻转课堂在体育市场营销教学中的应用研究

Research on the Application of Flipped Classroom Teaching in Sports Marketing

运用文献资料、问卷调查、数理统计等方法,介绍了体育市场营销网络教学平台及其翻转课堂实施,并归纳分析了翻转课堂模式下影响学生学习满意度的3个因素,按照影响程度从大到小排序依次为教师组织翻转课堂的实效性、网络教学平台因素、网络的流畅性。最后得出结论是绝大部分学生对体育市场营销网络教学平台及翻转课堂教学模式持肯定态度;网络的流畅与否基本不会影响学生访问网络教学平台的体验;体育市场营销课程的翻转课堂模式需要教师具有强烈的责任心和奉献精神、有较高的教育信息化素养、有足够的体育营销案例储备和丰富的体育营销实践经历。

By means of literature review, questionnaire survey, and mathematical statistics (factor analysis and regression analysis), this paper introduces the network teaching platform for sports marketing course and its flipped classroom implementation and concludes with three factors affecting students’ learning satisfaction under the flipped classroom mode. According to the decreasing sequence of importance in their influence degree, the factors are the effectiveness of teachers organizing the flipped classroom, the online teaching platform factor, and the Network smoothness accordingly. In conclusion, most of the students hold positive attitudes towards sports marketing in the online teaching platform and flipped classroom teaching mode;the network smoothness may have little effects on students’ access to the teaching platform;the requirements of teachers for handling the flipped classroom are in need of a strong sense of responsibility and dedication, high-qualified informational literacy, sufficient knowledge of sports marketing cases and rich practical experience.