落实“工作本位”理念的市场营销专业建设研究

Research on the Construction of Marketing Specialty Based on the Concept of “Work Oriented”

为满足经济社会发展的需要,应用型本科院校需要培养出大量应用型人才,如何将这一重要任务落实到专业建设上成为关键问题。本文通过问卷调查、田野笔记和案例研究的混合方法,探索如何在市场营销专业建设中落实“工作本位”理念。研究结果表明:“工作本位”理念能很好地支撑应用型人才的培养,但改革创新要在统一的人才培养框架和完整的教育理念下开展,教师团队聚焦人才培养目标,最后落实到具体的行动上。发展基于“工作本位”理念的专业建设模式,是推进高校应用型人才培养的有益探索。

In order to meet the needs of economic and social development,applied undergraduate colleges need to cultivate a large number of applied talents.How to implement this important task in professional construction has become a key issue.This article explores how to implement the“work oriented”concept in the construction of marketing majors through a mixed method of questionnaire survey,field notes,and case studies.The research results indicate that the concept of“work oriented”can effectively support the cultivation of applied talents,but reform and innovation should be carried out under a unified talent cultivation framework and a complete educational philosophy.The teacher team should focus on talent cultivation goals and ultimately implement them in specific actions.Developing a professional construction model based on the concept of“work oriented”is a beneficial exploration for promoting the cultivation of applied talents in universities.