“市场营销”课程思政的教学研究初探

A Preliminary exploration of Curriculum Ideological and Political Teaching in the Course of Marketing

《高等学校课程思政建设指导纲要》要求,将课程思政融入课堂教学建设全过程。在此背景下,基于自身教学经验和市场营销课程特点,探究市场营销课程的课程思政建设思路。先是明确了课程双定位,即市场营销课程作为经管类专业学生必修课程的课程专业定位和"立德创新"为核心的思政定位;然后确定了课程教学双目标,即掌握市场营销核心框架理论及具备营销思维素养的课程专业教学目标和树立正确三观、提高职业素养、培养工匠精神的思政教学目标;最后设计了课程教学总思路,并剖析如何将思政元素融入每一模块的课程教学内容。以期通过"市场营销"课程思政探究发挥该课程"价值塑造、能力培养、知识传授"的育人功能。

The"Guiding Outline for Curriculum Ideological and Political Construction in Higher Education Institutions"requires that curriculum ideological and political construction be integrated into the whole process of classroom teaching construction.In this context,based on its own teaching experience and the characteristics of marketing courses,it explores the ideas of ideological and political construction of marketing courses.Firstly,it clarified the dual orientation of courses,including marketing course as a compulsory course for students majoring in economics and management,and the ideological and political orientation with"Lide Innovation"as the core;then it determined the dual goals of course teaching,including mastering the core framework of marketing courses.Theoretical and professional teaching goals of courses with marketing thinking literacy and the ideological and political teaching goals of establishing correct three views,improving professional quality,and cultivating craftsmanship.Finally,the general curriculum teaching ideas are designed and how to integrate ideological and political elements into each module Course content.It is hoped that through the ideological and political exploration of the marketing course,the course’s function of"value shaping,ability training,and knowledge transfer"will be brought into play.