本文揭示了我国市场营销本科专业毕业生数量平衡而结构失衡的供需矛盾,指出在市场营销本科专业的课程体系设置上应在规范的基础上依托学校特色、突出比较优势来培育专业特色;同时,本文介绍了上海应用技术学院市场营销专业依托工科学科,量身定做了“产品学和产业发展前沿”系列课程以扩大学生职业竞争力的探索与实践。 This paper reveals the contradiction between supply and demand of graduates with unbalanced structure and quantity balance, points out that based on the norms, we should rely on the characteristics of schools and highlight the comparative advantages to cultivate professional characteristics in setting the curriculum system of undergraduate majors in marketing. At the same time, This article describes the Shanghai Institute of Technology Marketing Marketing relying on science, tailored the “frontiers of product learning and industrial development” series of courses to expand the exploration and practice of students’ occupational competitiveness.