“岗课赛证”融通模式下高职数字营销“工匠型”人才培养路径探究

Exploration of the Training Path for"Craftsman"Talents in Digital Marking in Higher Vocational Education under the Integration Model of"Job Course Compettion and Certification"

通过分析“岗课赛证”融通模式与“工匠型”人才培养内涵逻辑,以“岗课赛证”融通育人模式视角分析当前高职院校市场营销专业数字营销“工匠型”人才培养的问题,结合企业营销数字化转型升级需求,深入探讨了“岗课赛证”融通育人模式下高职数字营销“工匠型”人才的培养路径。通过顶层设计“岗课赛证”育人体系,构建模块化、阶梯式课程体系,开发层次化“岗课赛证”融通实践育人体系等路径,旨在培养具备数字化思维、专业技能和创新精神的“工匠型”数字营销人才,以期为高职院校数字营销人才培养改革提供参考。

By analyzing the integration model of"job course competition certificate"and the connotation logic of"craftsman type"talent cultivation,this paper analyzes the current problems of cultivating"craftsman type"digital marketing talents in marketing majors of vocational colleges from the perspective of"job course competition certificate"integration education model.Combining with the needs of enterprise marketing digital transformation and upgrading,it deeply explores the training path of"craftsman type"digital marketing talents in vocational colleges under the integration education model of"job course competition certificate".By designing a top-level"job course competition certificate"education system,constructing a modular and tiered curriculum system,and developing a hierarchical"job course competition certificate"integrated practical education system,the aim is to cultivate"craftsman type"digital marketing talents with digital thinking,professional skills,and innovative spirit,in order to provide reference for the reform of digital marketing talent cultivation in vocational colleges.