《市场营销》课程“产学研践”一体化教学模式研究与实践

Research and Practice of “Industry-University-Research-Practice”Integrated Teaching Modelof “Marketing” Course

《市场营销》课程是现代商业领域中至关重要的学科,对培养学生的实际操作能力和创新能力有着重要的作用。然而传统《市场营销》课程的授课中存在理论与实践脱节、缺乏互动与参与、缺乏实践案例和真实数据支持、缺乏创新思维培养、缺乏与产业界的联系等等问题,这样培养出来的学生绝非市场所需,急需进行教学模式改革。基于此,本研究探讨了“产学研践”一体化教学模式在《市场营销》课程中的应用,希望能促进学生实践能力和创新思维的培养,提高学生的综合素质和就业竞争力。

The course of “Marketing” is a very important subject in the field of modern business, which plays an important role in cultivating students’ practical operation ability and innovation ability. However, there are some problems in the teaching of traditional “Marketing” course, such as the discon-nection between theory and practice, the lack of interaction and participation, the lack of practical cases and real data support, the lack of innovative thinking training, the lack of contact with the industry and so on. Based on this, this study discusses the application of the integrated teaching mode of “Industry-University-Research-Practice” in the course of “Marketing”, hoping to promote the cultivation of students’ practical ability and innovative thinking, and improve their comprehensive quality and employment competitiveness.