应用型高校市场营销专业一流课程教学改革路径研究

Research on the Teaching Reform Path of First-Class Courses in Marketing Major in Applied Universities

应用型高校市场营销专业积极深化教育教学改革和人才培养模式。针对思政教育浮于表面、教学资源比较陈旧、教学方法互动难、评价体系少维度等痛点问题,一流课程教学改革本着聚焦专业、课程、教材、教师,把握宏观层面看学科专业,中观层面重教学组织,微观层面拓课程资源,实证探索创建“五星”教学模式:重塑体系,结构定型;过程探索,教学创新;搭建平台,施教耐心;思政贯穿,增强自信;持续改进,明德惟馨。研究进而针对应用型本科院校学生的特点,结合仿真等多平台,突出实践,总结了应用型高校市场营销专业课程教学改革路径,有效解决了教学改革中存在的问题,对于应用型本科院校全面持续推进课程改革有参考意义。

Applied universities with marketing majors are actively deepening educational teaching reform and talent training models.In response to pain points such as superficial ideological and political education,outdated teaching resources,difficulties in interactive teaching methods,and evaluation systems with few dimensions,the reform of first-class course teaching adheres to focusing on majors,courses,textbooks,and teachers,grasping the macro level of disciplines and majors,emphasizing teaching organization at the middle level,and expanding course resources at the micro level.Empirical exploration has created a"five-star"teaching model,namely,reshaping the system,structuring the model;exploring the process,innovating teaching;building a platform,teaching patiently;integrating ideological and political education,enhancing confidence;continuous improvement,morality education.Then,according to the characteristics of students in applied undergraduate colleges,combined with simulation and other platforms,emphasizing practice,the path of curriculum teaching reform in marketing majors in applied universities has been summarized,effectively solving the problems in teaching reform,which is of reference significance for applied undergraduate colleges to comprehensively and continuously promote curriculum reform.