摘要
在本科生市场营销学课程中全面实施案例教学法,符合该课程目标和特点,有利于破解该课程教学中的“痛点”问题,对大幅度提升教学绩效、培养符合社会需求的工商管理类人才具有重大的现实价值。基于课程培养目标和学生特点,将案例教学融入课程体系,提出案例教学的基本逻辑,进行案例库设计和案例教学方案设计。主张通过对半的课堂时间实现理论讲授与案例教学结合,以三七比例实现大案例与小案例结合。通过案例教学,夯实学生市场营销核心知识体系,培养学生的系统思维、批判性思维和创新思维,从而提升学生的营销素养。
The full implementation of the case teaching method in the undergraduate marketing course is in line with the objectives and characteristics of the course,and is conducive to solving the"pain point"problem in the teaching of the course.It is of great practical value to substantially improve teaching performance and cultivate business administration talents that meet the needs of society.Based on the course training objectives and students'characteristics,the researchers integrate case teaching into the course system,propose the basic logic of case teaching,and carry out case base design and teaching process design.It is advocated that the combination of theoretical lectures and case teaching is achieved through half of the class time,and the combination of large cases and small cases is achieved by the ratio of three to seven.Through case teaching,students'core marketing knowledge system is consolidated,and students'systematic thinking,critical thinking and innovative thinking are cultivated,so as to enhance their marketing literacy.
作者
王成敏
刘文艳
南茜
WANG Chengmin;LIU Wenyan;NAN Xi(School of Management,Hebei GEO University.Shijiazhuang,Hebei 050031,China)
出处
《邢台学院学报》
2023年第4期162-170,共9页
Journal of Xingtai University
基金
河北省高等教育教学改革研究与实践项目:地方普通高校市场营销一流本科专业培养体系创新与实践.项目编号:2021GJJG284.
关键词
课程创新
案例教学法
市场营销学
工商管理类本科专业
curriculum innovation
case study teaching method
marketing
undergraduate major of business administration
