摘要
我国MBA品牌管理教育改革分析,对解决品牌管理专业人才培养和推动中国产品向中国品牌转变具有重要意义。通过对235所MBA培养院校的调查分析,明晰我国MBA品牌管理教育的基本情况及存在的主要问题,提出有针对性的改进对策。我国MBA培养院校在品牌管理教育的重要性认识、课程体系的统一设置、教育教学的制度环境等方面存在诸多问题,需要构建以全面品牌管理为核心的MBA课程体系、建立健全品牌管理课程体系、创建良好的制度环境,提高品牌管理教育教学水平。
The analysis of China’s MBA brand management education reform is of great significance for the training of brand management professionals and promoting the transformation of Chinese products into Chinese brands. Through the investigation and analysis of 235 colleges and universities offering MBA courses, the basic situation and main problems of MBA brand management education in China are clarified, and several countermeasures are proposed. There are many problems in the recognition of the importance of brand management education, the integrated setting of the curriculum system, the institutional environment of education and teaching, etc. in China’s colleges and universities offering MBA courses. It is necessary to build an MBA curriculum system with comprehensive brand management as the core, improve the brand management curriculum system, create a favorable institutional environment, and improve the brand management education and teaching.
作者
张锐
王红君
张燚
徐浩然
刘菲菲
ZHANG Rui;WANG Hong-jun;ZHANG Yi;XU Hao-ran;LIU Fei-fei(Chongqing University of Arts and Sciences,Chongqing 402160,China;Southwest University of Political Science and Law,Chongqing 401120,China)
出处
《黑龙江高教研究》
北大核心
2020年第10期156-160,共5页
Heilongjiang Researches on Higher Education
基金
重庆市研究生教育教学改革研究重点项目“推进中国产品向中国品牌转变背景下MBA品牌管理课程模块化教学研究”(编号:YJG152034)
关键词
新时代
MBA
品牌管理
教育教学
new era
MBA
brand management
education and teaching
