以提升就业竞争力为导向的市场营销专业课程教学改革

Teaching Reform of Marketing Specialty Course Oriented by Promoting Employment Competitiveness

高校市场营销专业人才培养与岗位需求之间的矛盾日益扩大,市场营销专业的教学与培养方案中应该以提升学生就业竞争力为导向进行课程教学改革。本文提出以下几点具体课程教学改革举措:课程教学中要更加强化实践教学,增加课内模拟及实训;改进课程考核方式,提倡以方案设计、口试等形式代替传统试卷;指导学生提前进行行业定位,提前结合自己感兴趣的行业进行聚焦性学习;开展多种形式的校企合作,让理论知识最大限度贴近当前企业运营的实际;鼓励学生发现、挖掘自己的优势与闪光点,赢得就业竞争与职场竞争的主动权。

The contradiction between the training of marketing professionals and the demand for posts in colleges and universities is widening day by day.The teaching and training programs of marketing professionals should be guided by the promotion of students’employment competitiveness.This paper puts forward the following specific teaching reform measures:to strengthen practical teaching,increase in-class simulation and training;to improve the way of curriculum assessment,advocate replacing traditional examination papers with scheme design,oral examination and other forms;to guide students to locate the industry ahead of time,to focus on learning in combination with the industries they are interested in;and to carry out various forms of school-enterprise cooperation.In order to make the theoretical knowledge close to the reality of the current enterprise operation to the greatest extent,encourage students to discover and tap their own advantages and shining points,and win the initiative of employment competition and workplace competition.