基于市场营销类岗位能力的“专业思政”构建研究

Research on Construction of “Ideological and Political Education through all Majors” Based on the Ability of Marketing Posts

梳理"专业思政"提出的背景,探讨"专业思政"的内涵,以市场营销类标准岗位矩阵为基础,界定市场营销类岗位能力要素涵义和构成,构建市场营销专业中高本衔接的核心素养理论框架。以北京联合大学应用科技学院市场营销专业(专升本)为例,提出市场营销"专业思政"的实施路径:构建市场营销专业核心素养框架体系;构建市场营销专业人才培养目标的核心素养要求;构建基于核心素养与课程融合的市场营销"专业思政"课程体系矩阵;基于"一体两翼"产教融合模式,构建核心素养实践体系。

This paper summarizes and discusses the background and content of ideological and political education through all majors. Based on the standard posts’ matrix of marketing, the meaning and composition of the marketing posts’ ability are clarified. Then, the theoretical framework of key competence for marketing professional training is constructed. Taking the marketing major of Beijing Union University as an example, the implementing means of "ideological and political education through all majors" in marketing are put forward. Firstly, the key competence framework system for marketing should be constructed. Secondly, the key literacy requirements for marketing professional training objectives need to be built. Thirdly, the construction of course system’s matrix for "ideological and political education through all majors" based on the integration of key competence and courses is necessary. Fourthly, based on the integration pattern of "one body, two wings" in production and education, the practice system of key competence should be built.