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基于情境管理理论的核心理念及权变逻辑结构,市场营销专业课程体系设置的有效性取决于社会与企业需求、学生就业意愿与职业发展愿景、高校及专业发展的具体情境及其相互影响。市场营销专业课程体系应具有柔性和适应性,要求从课程结构、课程教学内容、师资等多个方面进行改革与创新,解决现有课程教学体系与实际脱节的矛盾。
Based on the core concepts of situational management theory and contingency logic structure, the effectiveness of the marketing professional curriculum system depends on the social and business needs, the students’ willingness to work and career development vision, the specific contexts of higher education and professional development, and their interactions. The course system of marketing specialty should be flexible and adaptable, requiring reform and innovation from many aspects, such as course structure, course content, teachers and so on, to solve the contradiction between existing teaching system and actual disjunction.