高等院校市场营销专业在人才培养模式、课程体系、教学内容、教学方法等方面尚存在许多问题,离市场对人才培养的需求尚有距离,教育教学改革势在必行,本文旨在提出应用型课程体系构建要以核心能力培养为目标,并通过营销策划课程模块的联动改革实践为例加以说明。现代企业面对愈来愈激烈的市场竞争,愈加注重市场营销在经营管理中的重要性,实践能力强、知识结构丰富、行业导向清晰的优秀营销人才成为企业渴求焦点。而高等院校 There are still many problems in terms of personnel training mode, curriculum system, teaching content, teaching methods and other aspects of marketing specialty in colleges and universities. There is still a long way to go from the market to the demand of personnel training. The reform of education and teaching is imperative. The construction of the course system should focus on the core competency training and illustrate it through the practice of the linkage reform of marketing planning course modules. Faced with increasingly fierce market competition, modern enterprises pay more attention to the importance of marketing in business management, and have excellent practical skills, rich knowledge structure and industry-oriented clear marketing talents, which become the craving focus of enterprises. And colleges and universities