"新商科"背景下实践课程培育"双创"能力教学改革研究——以中国石油大学胜利学院市场营销专业为例

Research on the Teaching Reform of Cultivating"Entrepreneurship and Innovation"Ability in Practical Courses under the Background of"New Business"——Taking the marketing major of Shengli College of China University of Petroleum as an example

"新商科"对市场营销专业的发展提出了挑战也提供了机遇,具备"双创"能力是时代,也是市场对市场营销专业人员提出的要求.本次研究以中国石油大学胜利学院市场营销专业在实践课程中开展"双创"教育的情况为研究对象,分别从环境、教学、教师等3个方面寻找欠缺之处,并提出了构建以"双创"能力为培养目标的实践教学体系;构建多元要素协作的实践课程教学模式;加强教师队伍培训,提高教师队伍"双创"能力等3个方面的改进建议.

"New business"not only challenges but also provides opportunities for the development of marketing specialty.Having the ability of"entrepreneurship and innovation"is not only the times,but also the requirements of the market for marketing professionals.This study takes the situation that the marketing major of Shengli College of China University of Petroleum carries out"mass entrepreneurship and innovation"education in the practical curriculum as the research object,looks for the deficiencies from the three aspects of environment,teaching and teachers,and puts forward to build a practical teaching system with the cultivation goal of"mass entrepreneurship and innovation"ability;Constructing the practical course teaching mode of multi factor cooperation;Strengthen the training of teachers and improve the"innovation and entrepreneurship"ability of teachers.