摘要
数智化创新人才需求对市场营销专业课程教学改革提出了要利用数智化手段促进理论与实践的深度融合、注重与数智化应用相关的学科进行交叉教学等新的要求,以该专业的基础课“市场营销学”为例,从市场调查、产品策略和促销策略三方面探究课程教学中可以进行数智化创新的内容,并进一步研究如何在案例教学法、项目教学法和情境教学法中运用数智化创新方式进行教学方法的改进。同时,从数智化产品开发、数智化产品宣传和数智化应用服务三方面探讨了在该课程中如何对学生进行思想素养提升教育,以适应数智化创新人才的社会需求。
The demand for digital and intelligent innovation talents has put forward new requirements for the teaching reform of marketing major courses.Taking"Marketing",a basic course of this major,as an example,this paper explores the contents that can be digitally and intelligently innovated in the curriculum teaching from three aspects:market research,product strategy and promotion strategy.It further studies how to use digital and intelligent innovation methods to improve teaching methods in case teaching method,project teaching method and situational teaching method.At the same time,it discusses how to carry out the education of improving students'"ideological quality"in this course from aspects such as digital and intelligent product development,digital and intelligent product promotion and digital and intelligent application services,so as to meet the social demand for digital and intelligent innovation talents.
作者
张颖南
徐惠坚
Zhang Yingnan;Xu Huijian(School of Business,Harbin University of Commerce,Harbin Heilongjiang 150001)
出处
《对外经贸》
2025年第9期128-131,共4页
FOREIGN ECONOMIC RELATIONS & TRADE
基金
哈尔滨商业大学教学改革项目“新质生产力视域下的数智化营销创新人才培养模式研究”(项目编号:HSDJY202439)。
关键词
数智化创新人才
市场营销学
教学改革
Digital and Intelligent Innovation Talents
The Course of"Marketing"
Teaching Reform
作者简介
张颖南(1982-),女,汉族,黑龙江哈尔滨人,博士研究生,副教授,研究方向:市场营销管理、市场营销教学方法;徐惠坚(1972-),女,汉族,黑龙江哈尔滨人,硕士研究生,副教授,研究方向:市场营销管理、品牌管理。
