摘要
在数字经济迅猛发展的当下,市场营销领域的变革日新月异,这对市场营销专业人才培养提出了更高要求。深入剖析市场营销专业的发展现状,构建“三位一体”的转型框架,从特色课程建设、精品教材开发和灵活教学方法创新三个维度,系统探究数字教育视域下市场营销专业的转型路径,旨在为该专业的高质量发展提供理论与实践支撑。
In the current era of rapid development of the digital economy,the marketing field is undergoing continuous and rapid changes,which poses higher requirements for the cultivation of marketing professionals.This paper deeply analyzes the current development status of the marketing major,constructs a“trinity”transformation framework,and systematically explores the transformation path of the marketing major from the perspectives of characteristic course construction,high-quality textbook development,and flexible teaching method innovation under the digital education perspective,aiming to provide theoretical and practical support for the high-quality development of this major.
作者
冯漪
张云起
FENG Yi;ZHANG Yunqi(Higher Education Press,Beijing 100029,China;Central University of Finance and Economics,Beijing 100081,China)
出处
《山东工商学院学报》
2026年第1期129-135,共7页
Journal of Shandong Technology and Business University
关键词
数字教育
市场营销
专业转型
课程改革
教学创新
digital education
marketing
professional transformation
curriculum reform
teaching innovation
