“市场营销学”课程教学效果影响因素及其效应分析

Analysis on Influencing Factors and Effects of“Marketing”Course Teaching

文章以“市场营销学”课程教学为研究对象,通过对安徽本科高校开展对口招生专业学生开展调查,探讨“市场营销学”课程教学效果影响因素及其效应。通过实证分析发现,教师亲和、受欢迎的授课风格、良好的学校学风、学生的学习积极性越高越有利于提高“市场营销学”课程的教学效果,而学生学习积极性在“课堂管理”“学习方法”“学校学风”中发挥了有效的中介效应。基于此提出创新教学方法、构建良好的学风、突出学生的主体地位、培养学生学习积极性等对策建议。

Taking“marketing”course as the research object,this paper explores the influencing factors and effects of the teaching effect of“marketing”course by conducting a survey of the students of the corresponding enrollment majors in the undergraduate colleges and universities in Anhui Province.Through empirical analysis,it is found that teachers’friendly and popular teaching style,a good school atmosphere are conducive to improving the teaching effect of marketing courses;The higher the students’learning enthusiasm,the more conducive to improving the teaching effect of marketing course.