基于大数据背景下高职市场营销专业教学改革研究与探析

Research and Analysis on Teaching Reform of Marketing Specialty in Higher Vocational Colleges Based on Big Data

为了适应国家职业教育及新商科的发展新需求,文章以互联网发展的大数据时代背景为视角,分析了高职市场营销专业现阶段教学面临的四个方面的问题与挑战:课程体系设置不够优化、教师实践经验不足、实训学习有效性缺乏保证、实习环节教学质量考核机制不完善。结合数字营销的特点,探索了市场营销专业教学模式的的改革,旨在为新一轮专业人才培养方案提供一些借鉴。

In order to meet the new needs of the development of national vocational education and new business,from the perspective of the big data era of Internet development,this article analyzes the four problems and challenges faced by the current teaching of marketing majors in higher vocational colleges:the curriculum system is not optimized enough,teachers’practical experience is insufficient,the effectiveness of training and learning is not guaranteed,the teaching quality assessment mechanism of practice link is not perfect.Combined with the characteristics of digital marketing,this paper explores the reform of the teaching mode of marketing specialty,in order to provide some reference for the new round of professional talent training program.