产业数字化转型背景下高职市场营销专业人才培养模式研究

Research on the Cultivation Mode of Marketing Professionals in Higher Vocational Education under the Background of Industrial Digital Transformation

数字化人才是数字经济时代产业数字化转型升级的核心驱动力。国内职场社交平台的调研数据显示,企业对营销人才的数字化能力提出了新的要求。高职院校市场营销专业人才培养模式应谋求数字化的变革与转型,主要通过设定数字化营销人才培养目标、创新课程体系建设、培育双师型师资队伍、深化校企合作办学、构建跨区域的产学研合作平台等路径,为产业输出更多高质量的数字化营销应用型人才。

In the era of the digital economy,digital talents are the core driving force for the transformation and upgrading of industry digitalization.According to research data from domestic workplace social platforms,enterprises have put forward new requirements for the digital ability of marketing talents.Therefore,the cultivation mode of marketing professionals in higher vocational colleges should seek“digitalized”transformation and transformation,mainly through setting digital marketing talent cultivation goals,innovating curriculum system construction,cultivating dual qualified teachers,deepening school-enterprise cooperation in running schools,and building a cross regional industry-university-research cooperation platform,to output more high-quality digital marketing applied talents for the industry.