培养“与社会零距离接触”的一线岗位应用型人才,提高学生的新媒体创新营销技能,是高职院校教育的重要内容。本人通过对营销环境、教学现状、就业调研及学情特色四个方面的分析,论证了高职院校市场营销专业《新媒体营销》课程开设的必要性。 It is an important content of higher vocational college education to cultivate first-line applied talents with “zero-distance contact with society” and improve students’ innovative marketing skills in new media. Through the analysis of marketing environment, teaching status quo, employment research and learning characteristics, I demonstrate the necessity of opening “New Media Marketing” course of marketing major in higher vocational colleges.