摘要
人工智能与教育深度融合是当前教育改革的重要方向,市场营销学课程需适应行业对技术与专业融合技能人才的需求。传统混合式教学多为线上资源与线下课堂的简单叠加,存在个性化学习路径缺失、实践场景沉浸感不足、过程性考核不完善等问题。通过AI生成精准画像适配学习者需求、虚拟仿真场景融合提升实践体验、动态评价完善过程性考核等策略,优化混合式教学模式,能提高教学针对性,增强学生实践能力,推动市场营销学课程教学从“教师中心”向“学生中心”转型。
The deep integration of artificial intelligence and education represents a key direction in contemporary educational reform.Marketing courses must adapt to industry demands for professionals possessing integrated technical and specialised skills.Traditional blended learning often involves a simple juxtaposition of online resources and offline classrooms,resulting in issues such as the absence of personalised learning pathways,insufficient immersion in practical scenarios,and inadequate formative assessment.By employing strategies such as AI-generated precise learner profiling to match individual needs,integrating virtual simulation scenarios to enhance practical experience,and implementing dynamic evaluation to refine formative assessment,the blended teaching model can be optimised.This approach improves teaching relevance,strengthens students'practical abilities,and drives the transformation of marketing course instruction from teacher-centred to learner-centred.
作者
杨梦颖
Mengying Yang(Haikou University of Economics,Haikou,Hainan 571127)
出处
《教育教学研究前沿》
2025年第10期103-105,共3页
Frontiers of Education and Teaching Research
基金
海口经济学院2024年度校级教育教学改革研究项目“线上线下混合式课程模式的实践探索——以建设一流课程市场营销学为例”(项目编号:Hjyj2024055)成果。
关键词
人工智能赋能
市场营销学
混合式教学
个性化学习
过程性考核
Artificial Intelligence empowerment
marketing
blended teaching
personalised learning
formative assessment
