摘要
中国市场营销教育是在改革开放这一特定的历史背景下引进并不断发展的,市场营销本科专业教学改革一直是摆在所有市场营销教育工作者目前的重要课题。本文从市场营销本科专业教学改革的背景出发,总结多年来我国市场营销专业教学经验,广泛借鉴管理类其他专业的教学改革经验,阐述了我国市场营销专业教学改革的要点及主要内容是:以“通”“专”结合为目标,以人才素质要求为基础,以模块化教育为途径,以案例教学为主要教学模式,以教师队伍建设作为学科建设的核心,以实践教学为突破口。
Marketing education in China is introduced and constantly developed under the certain historical background of“the Open' policy. The teaching reform of the undergraduate marketing discipline has always been an important study task for all the marketing educators. In this paper, based on the reform background, the author summarizes the teaching experiences in this field. By reference to the teaching experiences of other management subjects, the author elaborates the key point and main content of the reform: That is to take “Proficiency' and “specialty' as aim, requirement of talents' quality as basis, case teaching as main teaching pattern, the construction of teachers' team as the core of the discipline construction and practical teaching as a breach.
出处
《内蒙古财经学院学报（综合版）》
2005年第4期30-31,共2页
Journal of inner Mongolia finance and economics college
关键词
市场营销
本科专业
教学改革
marketing undergraduate specialized subject teaching reform
