市场营销专业教学具有较强的实践性,所以,教师在教学过程中必须着重培养学生的实践能力。近年来,市场竞争越来越激烈,市场营销所面临的挑战也越来越强。在这种情况下,高职院校应当不断地创新教学理念,以就业需求为导向,进一步提高高职院校大学生的职业能力,实现高职院校就业水平的进一步提升。本文从我国高职院校市场营销专业教学现状出发,系统阐述了以就业需求为导向的,以提升学生职业能力为目标的高职院校市场营销专业的教学改革路径。 Marketing professional teaching has a strong practicality, therefore, teachers in the teaching process must focus on cultivating students’ practical ability. In recent years, the market competition is more and more intense, and the marketing challenges are also getting stronger and stronger. Under such circumstances, higher vocational colleges should continually innovate their teaching philosophy and take the employment demand as the orientation to further improve the vocational ability of college students in higher vocational colleges and to further improve the employment level in higher vocational colleges. Based on the present situation of marketing major in higher vocational colleges in our country, this paper systematically expounds the teaching reform path of marketing major in higher vocational colleges with the goal of employment demand oriented to improve the students’ vocational ability.