摘要
新商科建设是新文科建设的重要组成部分,在新商科视阈下,以培养高素质应用型人才为目标的市场营销专业更强调实战型教学创新的重要性。该文以市场营销专业核心课程《营销策划》为例,深度剖析当前教学过程中存在的问题,以“做真如真、五真化实”为理念,以课程思政为内核,在新商科视阈下重塑该课程的教学内容、方法、过程与评价四大维度,探讨市场营销专业课程的教学创新逻辑与路径。
The construction of new business is an important part of the construction of new liberal arts.From the perspective of new business,the marketing major aiming at cultivating high-quality applied talents emphasizes the importance of practical teaching innovation.Taking marketing planning,the core course of the marketing major,as an example,this paper deeply analyzes the problems existing in the current teaching process.With the idea of"being true and five truths into reality"and the core of the course thinking and politics,this paper reshapes the four dimensions of the teaching content,method,process and evaluation of the course from the perspective of the new business,and discusses the teaching innovation logic and path of the marketing major course.
作者
厉飞芹
LI Feiqin(School of Management,Zhejiang Gongshang University Hangzhou College of Commerce,Hangzhou Zhejiang,311599,China)
出处
《创新创业理论研究与实践》
2022年第24期12-16,共5页
The Theory and Practice of Innovation and Enterpreneurship
基金
第一批浙江省省级课程思政教学研究项目《新商科视阈下市场营销专业课程思政的建设逻辑与路径》
浙江省一流本科课程《营销策划》
浙江省课程思政示范课《营销策划》的建设成果
关键词
新商科
新文科
市场营销专业
教学创新
《营销策划》
课程思政
New business
New liberal arts
Marketing major
Teaching innovation
Marketing planning
Curriculum ideology and politics
作者简介
厉飞芹(1987-),女,浙江上虞人,博士,副教授,研究方向:区域创新与创业管理。
