创业营销教育实践与效果评估——以南华大学为例

Practice and Effect Evaluation of Entrepreneurship Marketing Education:a Case Study of Nanhua University

创业营销教育是持续推进和深化创业教育的重要环节。从创业营销能力体系视角评估南华大学开展创业营销教育的理论依据、实践做法和创业营销教育的效果。证据显示,接受过创业营销教育的学生与其他学生相比,其营销策略能力、发展新业务能力和社交沟通能力比较高,但是电商营销能力和跟随创业者学习能力在不同专业学生之间没有显著差异,这表明创业营销教育有一定积极的作用,但仍需要不断加以改进。提出了后续教学改革的建议。

Entrepreneurship marketing education is an important link in promoting and deepening entrepreneurship education.From the perspective of entrepreneurial marketing ability system,the theoretical basis,practice and effect of entrepreneurship Marketing Education in Nanhua University are evaluated.The evidence shows that compared with other students,the students who have received entrepreneurship marketing education have significantly higher marketing strategy ability,new business development ability and social communication ability.However,the e-commerce marketing ability and the ability to follow the entrepreneurs'learning ability are not significantly different among different majors,which shows that entrepreneurship marketing education has a positive role,but it still needs to be improved.The suggestions of the follow-up teaching reform are put forward.