市场营销现代学徒制建设研究——以J学院为例

Construction of Modern Apprenticeship System in Marketing——Taking J College as an Example

从高等职业技术教育的发展入手,深入探讨现代学徒制在职业教育中被赋予的全新内涵,并在研究中以J学院为例,对该学院市场营销专业传统的教学问题进行了总结分析。为提升职业院校市场营销专业实践型人才的培养效果,在市场营销专业人才的培养模式中引入现代学徒制理念,寻求J学院市场营销专业现代学徒制建设发展的可行性路径,最终构建以企业和学院为双育人主体,企业全程深度参与,全方位体现市场营销专业特色的现代学徒制实践教学育人新体系。一方面加强J学院市场营销专业的人才培养,另一方面为其他高等职业院校现代学徒制的探索提供实践参考、借鉴与启示。

Starting from the development of higher vocational and technical education,this paper in-depth explores the new connotations by modern apprenticeship system in vocational education,and takes J College as an example to summarize and analyze the traditional teaching problems of Marketing major in this college.In order to improve the training effect of practical talents in the marketing major of vocational colleges,the concept of modern apprenticeship system is introduced into the training mode of marketing talents,and a feasible path for the construction and development of modern apprenticeship system in the Marketing major of J College is sought.Finally,a new system of modern apprenticeship system practical education with enterprises and colleges as the dual education subjects,enterprises deeply participating in the entire process,and fully reflecting the characteristics of the Marketing major is constructed.On the one hand,the talent cultivation of the Marketing major at J College is strengthened,and on the other hand,the practical reference,and inspiration for the exploration of modern apprenticeship systems is provided for other higher vocational colleges.