摘要
作为工商管理类最基础的课程之一,《市场营销学》以其极强的应用性、实战性,一直是高校课程改革、实践的重点课程。在双万计划背景下,如何优质、高效、全面地将其打造为一流课程,是一个持久、系统的工程。从以“OBE”理念为导向,建立课程建设标准、优化课程内容、提升课程与培养目标的契合度、有机融入课程思政元素、改革教学方法,推动课程教学模式创新、改革评价机制,确保课程建设质量、翻转课堂,实现线上线下混合式教学等七个方面探讨、总结了《市场营销学》一流课程的建设路径,提出了一定的创新和特色理念。
As one of the fundamental lessons in curriculum of business administration,Marketing has been all along brought to the top of priority in college reform and practice with its strong applicability and practicality.In the context of“double 10,000 project”it is a permanent and systematic program on how to qualified,efficiently and comprehensively build Marketing into a top-ranking lesson.Oriented by“OBE”theory,this paper makes a discussion on seven aspects:that is,to construct the curricular standard,to optimize the curriculum;to increase the fitness of curriculum and training objectives,to merge the ideological and political elements organically into curriculum,to reform teaching methods,to promote the innovation of course teaching mode,to reform the evaluation mechanism in order to ensure the quality of course construction,flip classroom,and realize online and offline mixed teaching.It concludes the construction path of Marketing as the top-rate curriculum,and puts forward certain innovative and characteristic concepts.
作者
卜森
BU Sen(Nanyang Institute of Technology,Nanyang 473000,China)
出处
《长春工程学院学报（社会科学版）》
2022年第1期137-140,共4页
Journal of Changchun Institute of Technology(Social Sciences Edition)
基金
2019年南阳理工学院教改项目“《市场营销学》校级一流课程建设”(项目编号:南理工院文[2019]125号)
2021年河南省高等教育教学改革研究与实践项目“基于OBE理念的市场营销本科专业复合型人才培养模式研究与实践”(项目编号:2017SJGX468)
关键词
双万计划
市场营销学
一流课程
建设路径
double 10,000 Project
marketing
top-rate curriculum
methodology of curricular construction
作者简介
卜森(1969—),女(汉),河南南阳,硕士,教授主要研究营销管理、零售管理。
