本文从高职院校市场营销专业学生创新能力作为突破口,深入分析高职院校市场营销策划课程的现状及存在的问题。从问题出发,结合多年授课实践积极思考如何在创新能力培养视角下进行市场营销专业课程改革,以期为讲授该门课程的教师提供参考和借鉴。 This article starts from the innovation ability of students majoring in marketing in higher vocational colleges, and analyzes in depth the present situation and existing problems of the marketing planning course in higher vocational colleges. From the point of view of the problem, combined with many years of teaching practice, we actively think about how to carry out the marketing reform in the perspective of innovation ability training in order to provide references for the teachers teaching this course.