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市场营销学是一门以经济学、行为学和管理学等多门科学为基础,研究企业市场营销规律及消费者行为的综合性的应用科学。而各院校在以往的教学中,只是讲授一些理论性的知识,没有对实践能力、创新精神的培养,这对于实施素质教育是不够的,引入“案例教学法”可以国内外营销案例为基础,对学生进行启发式的实践性教学,可以使学生提高分析并解决问题的能力,激发学习兴趣。
Marketing is a comprehensive applied science that studies the laws of enterprise marketing and consumer behavior on the basis of economics, behavioral science and management science. However, in the past teaching, colleges and universities only taught some theoretical knowledge and did not train practical ability and innovative spirit. This is not enough for the implementation of quality education. The “case teaching method” can be applied to domestic and foreign marketing cases As a basis for students to carry out heuristic practical teaching, students can improve their ability to analyze and solve problems, stimulate interest in learning.