问题导向学习（PBL）法在市场营销学教学中的应用

营销学PBL教学模式有诸如能培养学习者解决实际营销问题的能力、培养营销工作中团队协作的精神、为差异教学提供可能的空间、促进学习者自主学习等作用。PBL教学法在市场营销学教学中的具体应用过程包括创设营销问题情境、分组讨论问题并提出目标、收集解决问题所需的资料、确定解决问题方案、总结反思及对学生的评价等五个步骤。运用PBL教学法时应注意科学设计问题情境、明确教学目标、调整传统教学思维、建立与PBL教学法相适应的评价体系等问题。

The Application of PBL Method in the Teaching of Marketing

Marketing PB1 teaching method has the advantages of developing students abilities to solve practical problems and their teamwork spirit, providing possibilities for difference teaching, and stimulating students to selfdirected learning. There are five stages in the teaching of marketing by using PB1 method： creating marketing context, group discussion and putting forward objectives, collecting relative resources to solve problems, deciding the plan, reflecting and evaluating students. The application of PB1 method should take into consideration designing problem context, clarifying the teaching objectives, adjusting traditional teaching model and establishing compatible evaluation system.