智慧教育背景下混合式教学在市场营销课程中的实践探索

Practice and Exploration of Blended Teaching in MarketingCourses under the Background of Smart Education

智慧教育背景下,混合式教学在市场营销课程中的实践应用不仅是智慧教育深度应用发展的趋势,还是市场营销课程教学改革的客观需要,是新商科导向下人才培养的现实要求。然而,过于执着媒体形式的混合、对硬件设施依赖度高、实践教学场域限制、“搭便车”现象等问题的存在,影响了混合式教学在市场营销课程中的运用效果。分别从目标解构+设计优化、平台建设+资源共享、环境构建+企业游学、分层评价+多元考核出发,探索智慧教育背景下混合式教学在市场营销课程中的实践对策,深化市场营销课程教学改革。

In the context of smart education,the practical application of blended learning in marketing courses is not only a trend for the development of deep application of smart education,but also an objective requirement for the teaching reform of marketing courses,and a practical requirement for cultivating talents under the guidance of the new business science.However,some problems,such as over-attachment to the mix of media forms,high dependence on hardware facilities,limitation of practical teaching field,“free riding”phenomenon,have affected the application effect of blended teaching in marketing courses.Starting from target deconstruction+design optimization,platform construction+resource sharing,environment construction+enterprise study tour,hierarchical evaluation+multiple assessment,this paper explores the practical countermeasures of blended teaching in marketing courses under the background of smart education,and deepens the teaching reform of marketing courses.