翻转课堂在体育市场营销课程教学中的创新应用研究

Research on the Innovative Application of Flipped Classroom in the Teaching of Sports Marketing Courses

体育市场营销课程教学模式单一、教学效果不佳的现状,与课程的应用性强和重要性越来越大形成了矛盾。针对这一问题,该研究从体育市场营销课程教学改革与创新模式的理论探讨和实证检验两部分进行探究。理论探讨旨在基于理论进行教学创新设计,即利用翻转课堂重组教学要素、转换师生关系和强化因材施教的优势,有针对性地从前端录制教学视频内容和安排学生分组调研相关企业、课程中引导学生项目式讨论和完成分阶段的市场营销策划任务、辅以校内SPOC的教学数据跟踪和监督管理等,最终形成体育市场营销课程的翻转课堂创新模式。实证检验,即对60名2019级社会体育专业本科生体育市场营销课程进行翻转课堂的创新应用,收集学生的课程知识和能力测试数据以及学生对课程的评价数据。通过独立样本t检验和卡方检验,与经过传统教学的58名2018级社会体育专业学生测试数据和课程评价数据进行对比,从而验证该教学创新设计的有效性。

The teaching mode of Sports Marketing course is single and the teaching effect is not good,which is in contradiction with the strong applicability and increasing importance of the course.In view of this problem,the research is carried out from two parts:theoretical discussion and empirical test of teaching reform and innovation mode of Sports Marketing course.The purpose of theoretical discussion is to carry out teaching innovation design based on theory,that is,to make use of the advantages of flipped classroom to reorganize teaching elements,transform teacher-student relationship and strengthen teaching according to students’aptitude,record teaching video content from the front end,arrange students to investigate relevant enterprises in groups,guide students’project-based discussion and complete phased marketing planning tasks in the course,and assist with the teaching data tracking,supervision and management of SPOC in the school.Finally,a flipped classroom innovation mode of Sports Marketing course will be formed.Empirical test,that is,the innovative application of flipped classroom in the Sports Marketing course for 622019 Social Sports undergraduates,and after the implementation,collect students’course knowledge and ability test data and students’evaluation data on the course.Through the independent sample t-test and chi-square test,the test data and course evaluation data of 582018 social sports students who have undergone traditional teaching are compared longitudinally,so as to verify the effectiveness of the teaching innovation design.