美国营销学会(AMA)先后发布的四个营销定义说明了不同时期营销实务的需求与营销理论之间的相互呼应。对高校市场营销专业的学生进行调查,调查结果显示市场营销专业目前的培养状况为:学生对学校设定的培养目标认识程度较好,对未来所从事的工作有所认识,对目前所学的知识理解程度较高,而对实践能力及课程等认可较低,认为学校安排的课程比例上不太合理。在结合营销专业的特色等基础上提出了改进建议。 The four marketing definitions released by the American Marketing Association (AMA) illustrate the interaction between the needs of marketing practices and marketing theory over time. The survey of students majoring in marketing in colleges and universities shows that the current training of marketing professionals is as follows: students have a good understanding of the training objectives set by the school, have some knowledge of the work to be done in the future, Higher levels of knowledge, less recognition of practical skills and curriculums, and less proportion of courses arranged by the schools. Based on the characteristics of marketing major, some suggestions for improvement are put forward.