市场营销专业学生实践教学满意度分析——以九江学院为例

An analysis on the satisfaction of practical teaching of marketing students—Taking Jiujiang University as an example

实践教学在市场营销专业的教学中占据重要地位。为了了解九江学院市场营销专业实践教学改革效果,构建实践教学满意度指数模型,以该校市场营销专业学生为研究对象,通过问卷星采取网络形式发放问卷,运用SPSS21、AMOS21进行实证分析。分析结果显示,模型的拟合度好,实践教学期望、质量感知、公平感知对总体满意度均有显著的正向影响,其中,质量感知影响最大。基于研究结果,提出应开展丰富多彩的实践教学活动、提高学生对实训教学的满意度、采用差异性实践教学方法、制定公平合理的学生实践教学评价体系等建议,以进一步提升九江学院市场营销专业学生的实践教学满意度。

The practical teaching plays an important role in the teaching of the marketing major.In order to understand the effect of practical teaching reform of marketing major in Jiujiang University,and construct the model of practical teaching satisfaction index,this article makes the empirical analysis by taking the students of marketing major in Jiujiang University as the research objects,distributing the questionnaire through the Questionnaire Star in the network form,and making empirical analysis by applying the SPSS21,AMOS21.The findings of the analysis show that the fit of the model is good,and practice teaching expectation,quality perception and fairness perception all have positive effects on the overall satisfaction,with quality perception having the most dominant impact.Based on the results of the survey,it proposes to carry out colorful practical teaching activities,to improve the students’satisfaction of practice teaching method,to apply different practice teaching methods,and to establish fair and reasonable evaluation system of students’practice teaching,so as to enhance the practice teaching satisfaction of marketing majors in Jiujiang University.