OBE理念下市场营销学课程思政的路径探索与实践

Exploration and Practice of the Ideological and Political Path of Marketing under OBE Concept

基于成果导向教育中反向设计、以学生为中心、持续改进的教育理念,从课程目标重构、课程内容及课程思政教育内容融合、教学方法与技巧优化、考核评价体系改进等方面进行市场营销学课程思政教学创新探索与实践,以期提高学生的综合素质和专业技能,满足社会对市场营销人才的需求。

Based on the educational concept of reverse design,student-centered and continuous improvement in results oriented education,this paper explores and practices the innovation of ideological and political education in Marketing from the aspects of curriculum goal reconstruction,curriculum content and curriculum ideological and political education content integration,teaching methods and skills optimization,and evaluation system improvement,with a view to improving students'comprehensive quality and professional skills,meeting the social demand for marketing talents.