案例教学法在中职市场营销专业教学中的应用研究

The Application of Case Teaching Method in the Teaching of Marketing Major in Secondary Vocational School

推动案例教学法在中职市场营销专业教学中有效运用,是现代职业教育高质量发展的内在要求及重要举措。案例教学法在中职市场营销专业教学中符合“中职市场营销专业学习者特征、社会对中职营销类人才培养要求、中职营销课程教材性质和内容特点”,具有较强的适应性。然而,在实际应用中依然存在“案例选择缺乏时效性与针对性、案例应用缺乏耦合性与统筹性”等诸多难点。基于对问题原因的深度剖析,提出了提高中职市场营销专业案例教学应用成效的策略:加强案例库建设,开发具有中职市场营销专业特色的案例库;师生协同选编案例,做好课前案例的整体设计;激发学生主体积极性,构建两种应用模式巧妙结合案例教学与讲授教学,旨在更具针对性地将案例教学法有效运用在中职市场营销专业中,以助力现代职业教育课堂教学的高质量发展。

Promoting the effective application of case teaching method in the teaching of marketing major in secondary vocational schools is the internal requirement and important measure of the high-quality development of modern vocational education. The case teaching method in the teaching of marketing major in secondary vocational school conforms to "the characteristics of marketing major learners in secondary vocational school, the social requirements for the training of marketing talents in secondary vocational school, the nature and content characteristics of marketing curriculum and textbooks in secondary vocational school", and has strong adaptability.However, there are still many problems in practical application, such as "the lack of timeliness and pertinence in case selection, and the lack of coupling and overall planning in case application". Based on the in-depth analysis of the causes of the problems, this paper puts forward the strategies to improve the application effect of case teaching method in marketing major in secondary vocational school: strengthening the construction of case base and developing case base with the characteristics of marketing major in secondary vocational school;Teachers and students work together to select cases and do a good job in the overall design of pre-class cases;Stimulate students’ enthusiasm, build two application modes, and skillfully combine case teaching and lecture teaching. The purpose is to effectively apply the case teaching method to the marketing major in secondary vocational school and help the high-quality development of classroom teaching of modern vocational education.