高校市场营销专业实践教学策略探析

Practical Teaching Strategies for Marketing Major in Colleges and Universities

实践教学在培养应用型高级营销人才方面有着极其重要的作用,也是该专业未来教学改革的重要方向。文章分析了高校市场营销专业人才的能力结构,指出高校市场营销专业实践教学中存在的诸多问题,如校内外实验实践教学基地建设不足、实践教学设计不完善、教师队伍结构不合理、缺乏高质量的实践教学手段、缺乏科学的实践教学评价系统等,并在此基础上提出了有针对性的建议。

Practice teaching plays an extremely important role in training applied senior marketing talents,and it is also an important direction of future teaching reform of this major.This paper analyses the competence structure of marketing professionals in colleges and universities,and points out many problems existing in the practice teaching of marketing specialty in colleges and universities,such as inadequate construction of experimental and practical teaching bases inside and outside classes,imperfect design of practical teaching,unreasonable structure of teachers,lack of high-quality practical teaching means and lack of science practice teaching evaluation system and so on.And on this basis put forward targeted suggestions.