数字化转型下基于应用型人才培养的电子商务与网络营销课程教学改革与实践

Teaching Reform and Practice of E-Commerce and Online Marketing Based on the Cultivation of Applied Talents under Digital Transformation

近年来社会经济的发展加速推动了从个体、企业到政府全方位的社会数字化转型,数字化转型需求促使应用型高校不断调整教学知识结构和升级实践技能培训。电子商务与网络营销课程兼顾理论性与实践性,需要针对教学环节,以市场需求为导向、以企业用人要求为参考、以更好地开发学生兴趣和潜力为目的,在课程内容、教学方法和考核方式等方面改革创新,不断完善现有的教学体系。应锻造学生的应用技能,造就数字化转型下,学以致用的电子商务企业真正需要的专业人才。

In recent years,the development of social economy has accelerated the digital transformation of the society from individuals and enterprises to governments in all aspects.The demand for digital transformation has promoted the rapid growth of highly sophisticated talents.The world calls for applied universities to constantly adjust their teaching knowledge structure and upgrade their practical skills training in the context of the current times.As a course with high applicability and practicality,E-Commerce and Online Marketing needs to address the specific problems in the current teaching process.This course needs to break the barriers in terms of course content,teaching methods and evaluating modes to make continuous reforms and innovations,and improve the existing teaching system,taking market demand as the guide,enterprise employment requirements as the reference,and better developing students interests and potential as the objective.Only by constantly forging students’application skills,can we cultivate professionals who can be skilled in learning to apply and are truly needed by e-commerce enterprises under the digital transformation.