数字化时代高职院校市场营销专业教学改革研究

Research on Teaching Reform of Marketing Major in Vocational Colleges in the Digital Age

市场营销专业是交叉性、应用性、互动性、实践性很强的专业。在数字化时代,市场营销的新理念、新技术、新业态层出不穷,高职院校市场营销专业要适应时代发展的趋势,构建多元融合的教学体系,培养新型市场营销人才。文章分析了数字化时代高职院校市场营销专业教学的现实导向,结合当前教学存在的问题,提出了数字化时代高职院校市场营销专业应构建复合型教学体系、创设立体化教学模式、开发数字化教学内容等改革路径。

Marketing major is interdisciplinary,applied,interactive and practical.In the digital age,new ideas,new technologies and new formats of marketing emerge one after another.The marketing major in vocational colleges should adapt to the development trend of the times,build a diversified and integrated teaching system and cultivate new marketing talents.This paper analyzes the realistic orientation of the teaching of marketing specialty in vocational colleges in the digital age,and combining with the problems existing in the current teaching,puts forward the paths that marketing major in vocational colleges should build a compound teaching system,create a three-dimensional teaching model and develop digital teaching content in the digital age.