基于提升职业教育适应性的高职消费心理学课程改革探究

Research on Curriculum Reform of Consumer Psychology in Higher Vocational Colleges based on Improving the Adaptability of Vocational Education

消费心理学是营销方向的核心课程,是认知消费者消费心理与行为的学科,要求学生在掌握必备理论知识基础上,能够分析消费者心理与需求并展开营销活动。但长久以来该课程重理论知识讲授、忽略职业能力培养,不符合职业教育要求,学生学习积极性不高。该文基于提升职业教育适应性的要求对高职消费心理学的课程改革进行探究,从课程内容、教学模式、课程评价等方面提出改进建议,以期为消费心理学课程建设与改革提供新思路与新方法。

Consumer psychology is the core course of marketing,and it is a subject that recognizes consumer psychology and behavior.It requires students to be able to analyze consumer psychology and needs and carry out marketing activities on the basis of mastering the necessary theoretical knowledge.However,for a long time,the course emphasized theoretical knowledge and neglected the cultivation of vocational ability,which did not meet the requirements of vocational education,and the students'enthusiasm for learning was not high.Based on the requirement of improving the adaptability of vocational education,this paper explores the curriculum reform of consumer psychology in higher vocational education.This article puts forward suggestions for improvement from the aspects of course content,teaching mode,course evaluation,etc.,in order to provide new ideas and methods for the construction and reform of consumer psychology courses.