“课赛融合”教学模式在市场营销专业课程教学中的应用——以广告学课程为例

Application of the"Classroom Competition Integration"Teaching Mode in Marketing Professional Course Teaching——Taking Advertising Course as an Example

市场营销专业课程教学普遍存在理论与市场脱节、考核方式单一,以及成果不显著等问题。文章以广告学课程为例,结合全国大学生广告艺术大赛,探讨“课赛融合”教学模式在市场营销专业课程教学中的应用。研究表明,课赛融合主要从课程目标设计、课程内容融合、课程活动融合、课程评价融合等维度展开。

There are common problems in the teaching of marketing courses,such as a disconnect between theory and market,a single assessment method,and insignificant results.The article takes advertising courses as an example and combines them with the National College Student Advertising Art Competition to explore the application of the"course competition integration"teaching model in the teaching of marketing courses.Research has shown that the integration of curriculum and competition is mainly carried out from the dimensions of curriculum goal design,curriculum content integration,curriculum activity integration,and curriculum evaluation integration.