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由于教学实践条件的制约,当前市场营销学课程多从理论上进行讲授,为达到更好的教学效果,提出在市场营销学教学中采用“工作过程导向”教学模式的必要性。结合企业对市场营销岗位职业能力的要求,对课程教学内容进行梳理和整合,提炼了七个典型工作任务单元和十个任务模块,并详细阐述了基于工作过程导向的市场营销学教学流程,并将其归纳为六个步骤。最后,提出以过程性评价为主的教学考评方式,并设计了相应的过程性评价标准。
Due to the restriction of teaching practice conditions, the current marketing courses mostly teach in theory. In order to achieve a better teaching effect, the necessity of adopting the “process oriented” teaching mode in marketing teaching is put forward. Combining with the requirement of the enterprise’s marketing ability, this paper combs and integrates the contents of the course teaching, and extracts seven typical task units and ten task modules, and elaborates the process of marketing-based teaching process based on the work process. It is summarized in six steps. Finally, the paper puts forward the teaching evaluation method based on process evaluation, and designs the corresponding process evaluation standard.