商科院校市场营销专业应用型人才培养模式的改革与实践

The Reform and Practice of Talent Cultivation Model for the Marketing Specialty in Commercial Colleges

应用型商科院校市场营销专业从研究型向应用型转变过程中,人才培养模式中存在一些问题。通过校企合作不断明确人才培养目标,根据市场需求优化课程体系设置,依托云端课堂深化教学方式,三方评价改革考核方式,产教融合推进实践教学体系完善,不断推进和深化市场营销专业的人才培养模式改革,实现应用型人才培养目标。

This paper analyzes main problems existing in the transformation process from research-oriented one to application-oriented one for the marketing specialty in applied business colleges.In the actual teaching process,it is necessary to clarify the personnel training objectives through school-enterprise cooperation,to optimize the setting of curriculum system according to market demands,to deepen the teaching model by relying on the cloud class,to reform the assessment method through three-party evaluation,to promote the improvement of practical teaching system by industry-education integration,to continuously promote and deepen the reform of personnel training of the marketing specialty,and realize the goal of training application-oriented talents.