新媒体时代《整合营销传播》课程教学改革初探

Research on the Teaching Reform of《Integrated Marketing Communication》in the New Media Era

《整合营销传播》课程在我国高校营销类专业中日益普及,但总体发展未能与时俱进,新媒体运用为整合营销传播理论发展带来契机,其课程教学也须同步改革创新,以培养学生具备整合性思维和能力。首先分析了《整合营销传播》课程教学在营销类专业人才培养体系中的重要作用,继而总结出《整合营销传播》课程教学普遍存在的核心问题,最后提出新媒体时代《整合营销传播》课程教学改革的若干思路。

The curriculum of 《Integrated marketing communication》is becoming more and more popular in the marketing majors of universities in China, but the overall development fails to keep pace with the times. The application of new media brings opportunities for the development of the theory of integrated marketing communication, and teaching of the curriculum must also be reformed and innovated to cultivate students’ integrated thinking and ability. The important role of《Integrated marketing communication》teaching in the training system of marketing professionals was firstly analyzed, then the common core problems of 《Integrated marketing communication》teaching was summarized, and finally some ideas of teaching reform of《Integrated marketing communication》in the new media era was put forward.