应用型高校市场营销专业培养模式创新研究--基于能力分层与多阶段能力考核视角

Research on the Innovation of Training Mode for Marketing Major in Application-oriented Universities --Based on Ability Stratification and Multi-stage Ability Assessment

文章以专业能力分层与多阶段能力考核为视角,将市场营销专业能力分为市场分析能力、产品促销能力、营销策划能力、营销管理能力和在线营销(创新创业)能力五种能力体系,针对每种能力采取多次不同形式考核的培养模式,并建立相应的保障措施,以期对市场营销培养模式创新有所借鉴。

From the perspective of professional ability stratification and multi-stage ability assessment,this paper divides the professional ability of marketing into five ability systems:market analysis,product promotion,marketing planning,marketing management and online marketing(innovation and Entrepreneurship). According to each ability,the training mode of multiple different forms of assessment is adopted,and the corresponding guarantee measures are established,in order to improve the market. The innovation of field marketing training mode can be used for reference.