大数据环境下“情境教学法”的创新应用研究--以市场营销教学为例

Study on Innovative Application of"Situational Teaching Method"under Big Data Environment:Case study of Marketing Teaching

市场营销领域正历经由大数据带来的变革,作为市场营销教学重要手段的“情境教学法”,从情境创设与应用到学生在情境中的学习都受到了影响。针对大数据带来的复杂变化,市场营销教学情境的创设与应用可从三个方面进行人工干预:时间分布上,逐层引入大数据教学情境;内容设计上,利用大数据用户画像技术创设因材施教的教学情境;效果提升上,构建多元的考核评价方式,为大数据环境下的市场营销教学提供有益借鉴。

It is well-known that marketing is experiencing changes caused by big data.As an important means of marketing teaching,"situational teaching method"has been influenced by creation and application to students'learning situations.Then,the creation and application of marketing teaching situationscan be manually intervened from three aspectssuch as introduction of big data teaching situation step by step,and enhancing efficiency by building multi-dimensional evaluation,which can create the teaching situation of students based on their aptitude.The aim is to effectively build multiple evaluation andprovide a reference formarketing teaching under big data environment.