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开展创新教育,培养具有创新意识和能力的应用型人才,是高职院校必须承担的历史责任。对于营销人员而言,其必须具有创新能力才能满足企业的基本要求。同时,这也是改革市场营销教学的一个重要目标。在分析我国高职市场营销人才培养现状的基础上,着重论述培养市场营销专业学生创新能力的重要性,并提出改革高职市场营销教学,强化学生创新能力培养的若干途径。
Carrying out innovative education and cultivating applied talents with innovative ideas and abilities are the historical responsibilities that higher vocational colleges must shoulder. For marketers, they must have the ability to innovate to meet the basic requirements of the business. At the same time, this is also an important goal of reforming marketing teaching. On the basis of analyzing the status quo of marketing talents in higher vocational education in our country, the importance of cultivating students ’creative ability in marketing specialty is emphasized. Several ways of reforming marketing teaching in higher vocational education and strengthening the cultivation of students’ creative ability are put forward.