基于教材视角的高职市场营销专业课程改革研究——以“市场营销”课程为例

Research on Teaching Reform of Marketing Majors in Higher Vocational Education from the Perspective of Textbook: Taking the Course "Marketing" as an Example

通过调研,对高职“市场营销”课程从教材角度进行分析,提出要进一步转变教育理念,从教育教学管理模式、政策等方面提供有效支持;要规范教材开发制度和流程,不断优化课程改革成果;要提供更丰富的数字化教学资源;注重从多个方面将思政教育融入教材。

Through investigation,this paper analyzes the marketing course in vocational colleges from the perspective of textbooks.It is proposed that educational concepts should be further transformed to provide effective support from aspects such as education and teaching management models and policies,the system and process of textbook development should be standardizedand the results of curriculum reform should be continuously optimized,richer digital teaching resources should be provided,and emphasis should be placed on integrating ideological and political education into textbooks from multiple perspectives.