摘要
消费心理学是研究消费者心理活动现象行为的一门学科。通过本学科教学,能够使学生了解消费心理的理论知识,并在实践场景中应用消费者心理的方法和技巧,提高学生的营销能力和问题解决能力。消费心理学本身是一门应用性极强的学科,然而在实际教学过程中可以发现,由于教学环境、教学方法等诸多因素影响,“消费心理学”课程理论教学占比过大,导致学生仅掌握了理论知识,而无法将其有效运用于实践。基于“消费心理学”探索案例教学法的应用策略,助力高校加强理论讲解和实践思考,有效提高教学质量。
Consumer Psychology is a subject that studies consumer psychological activity phenomenon and behavior. Through the teaching of this subject, students can understand the theoretical knowledge of consumer psychology, and apply the methods and skills of consumer psychology in practical scenarios, and improve their marketing ability and problem-solving ability. Therefore, Consumer Psychology itself is a subject with strong applicability. However, it can be found in the actual teaching process that due to the influence of many factors such as teaching environment and teaching methods, the proportion of the theoretical teaching of Consumer Psychology is too large, and students only can learn theoretical knowledge, but unable to effectively apply it into practice.This paper explores the application strategy of case teaching method based on consumer psychology, strengthen theoretical explanation and practical thinking, and effectively improve the quality of teaching.
作者
王鸿
WANG Hong(School of Management,Sichuan Institute of Industry and Technology,Deyang,Sichuan 618000,China)
出处
《教育教学论坛》
2022年第33期123-126,共4页
Education And Teaching Forum
基金
2021年度教育部“十四五”教育科研规划全国重点课题《教师教学能力发展研究》总课题组“基于‘应用型人才培养模式’的《市场营销》课程教学改革与研究”(JKY12806)。
关键词
消费心理
案例教学
营销能力
教学质量
consumer psychology
case teaching
marketing ability
teaching quality
