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传统的高等职业教育《市场营销》课程沿用了学科体系的教学内容和教学方法,不利于学生职业能力的培养。实行高等职业教育《市场营销》课程项目化改革的基本思路是以职业能力为依据,以工作过程为导向,以工作项目为载体,将市场营销课程内容整合成感悟营销、商情调查、商机分析、商计策划、商务实战等相互关联的五个学习情景。实践证明,《市场营销》课程项目化改革不仅很有必要,而且已取得可喜的实践效果。
The traditional “marketing” course of higher vocational education follows the teaching content and teaching methods of the discipline system, which is not conducive to the cultivation of students’ professional competence. The implementation of higher vocational education “marketing” course The basic idea of reform is based on professional ability to work process-oriented, work projects as a carrier, the marketing course content into awareness marketing, business survey, business opportunities analysis, Business planning planning, business combat and other interrelated five learning scenarios. Practice has proved that the “marketing” course project reform is not only necessary, but has achieved gratifying results.