摘要
经济的全球化、互联网的广泛使用、网络营销的推广让市场营销理论和实践快速发展,市场营销学内容更加丰富,这些变化对市场营销专业实践教学内容、实践途径、实践方法提出更高要求。结合国内外市场营销专业实践教学现状,对国内不同类型高校市场营销专业实践教学的特征进行对比分析,阐释应用型本科院校的市场营销专业实践教学过程中存在的不足和问题。在此基础上,从人才培养理念、人才培养模式和内外结合一体式教学等方面探索构建市场营销专业实践教学体系的途径。
The globalization of economy, the widespread use of the Internet and network marketing in particular have helped to enrich the theory and practice of marketing, which posts higher requirements for the teaching content and practice methods of marketing course. By studying the practical teaching modes of marketing specialties abroad and analyzing characteristics of marketing specialty of various types at home, the article figures out the deficiencies in the practical teaching process, and tries to set up an integrated practical teaching system in terms of the concept and the mode of talent training.
出处
《黄山学院学报》
2014年第2期109-112,共4页
Journal of Huangshan University
基金
安徽省教学质量工程项目(20100987)
黄山学院教研项目(2012JXJ08
2012JXYJ24
2012JYS10)
关键词
市场营销专业
实践教学
应用型本科院校
一体式实践教学体系
marketing specialty
practical teaching
application-oriented higher education
integrated practical teaching system
