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案例教学是市场营销课程的主要教学手段及方法之一,而教学案例选择的准确性直接影响该方法的实施和教学效果。目前采用较多的营销教学案例除了国内外知名企业的经营得失、经验教训以外,也有与学生关系甚密的校园案例。本文结合几年案例教学实践及效果分析,认为教学案例的选择应在遵循相关性、时效性、真实性及兼顾性的同时,注意可导入性、贴近生活,可理解性、图文并茂,声像结合的原则。
Case teaching is one of the main teaching methods and methods of marketing course, and the accuracy of teaching case selection directly affects the implementation of the method and teaching effectiveness. At present, there are many cases of marketing teaching which are related to the profits and losses of the well-known enterprises at home and abroad as well as the experience and lessons. Combined with several years of case teaching practice and result analysis, this paper argues that the selection of teaching cases should follow the principles of relevance, timeliness, authenticity and both. At the same time, we should pay attention to the features of accessibility, closeness to life, comprehensibility, illustrations, the rules.