摘要
案例是一种重要的营销教学工具,案例教学则是应用型人才培养重要方法。一个好的创新创业营销案例应该具有八个特性:目的性、启发性、知识性、接近性、参与性、典型性、结合性、趣味性。文章以"创新创业应用型人才培养"为导向,以好案例的八特性为核心对如何编写营销案例进行了初步探索。
Case is a kind of important tools of sales teaching and case teaching is an important teachingmethod of training practical personnel. A good innovative entrepreneurial marketing case should have eight charac-teristics： objective, inspiration, knowledge, proximity, participation, typicality, associativity and interest. Taking thecultivation of practical and innovative talents as the direction and using the eight characteristics of perfect case asthe core, this paper conducts a preliminary exploration on how to prepare a marketing case.
出处
《高教学刊》
2016年第15期89-90,共2页
Journal of Higher Education
基金
湖南省教育厅高校教学改革项目"移动互联网时代市场营销人才协同培养模式研究"(湘教通[2015]291号)
湖南商学院教学教改项目"湖南商学院学生专业满意度调查与对策研究"(校教字[2013]31号)
关键词
创新创业
营销案例
应用型人才培养
innovation and entrepreneurship
marketing case
the cultivation of practical person
