浅析高职院校市场营销学教学改革思路

市场营销学是高职院校市场营销专业的必修课程，也是各个经济管理类专业开设的重课程。这门学科主培养学生成为适应社会营销需的高级应用型人才。然而，传统的教学内容和教学模式在许多方面上还达不到该门学科培养目标的求。为了使高职院校培养更多更加优秀的营销人才，笔者根据自身的教学经验，查阅相关资料，走访相关的高职院校，针对高职院校市场营销学课程教学过程中的现状，提出教学内容、教学方法、课堂形式等教学改革思路。

Analysis of the Teaching Reform in the Course of Marketing of Higher Vocational College

Marketing is a required course of marketing majors in higher vocational colleges; it is also an essential course established in various economic management majors. This subject thus attempts to cultivate students to be advanced application-oriented talents who meet the needs of social marketing. However, traditional contents and patterns of teaching cannot meet the demand of the training objects of this discipline in many ways. In order to train more excellent marketing talents, the author applied his own teaching experience, referred to related literatures and interviewed teachers in higher vocational colleges, and put forward teaching reform ideas concerning teaching contents, strategies and modes specific to the current situations of the teaching procedure of marketing courses in higher vocational colleges.