疫情背景下基于OBE的市场营销学混合式教学设计与实践

成果导向(OBE)的教育理念是一种以学生的学习成果为导向的教育理念,与现有疫情的契合度较高。以市场营销学课程为例,基于OBE的教学理念,以"明确学习成果—设计实现路径—评价学习成果"为主线展开混合式教学设计与实践。教学实施中结合对分课堂模式,教学实践上采用"完全线上"混合式教学模式;在教学评价上采用过程评价与结果评价结合的综合评价模式。通过教学目标、教学实施与教学评价构建循坏系统,迭代提高线上教学质量,以期最终达到预期的学习成果,打造真正的"金课",同时为后疫情时代及以后教学改革提供借鉴。

The Mixed Teaching Design and Practice of Marketing Based on OBE in the Context of Epidemic Disease

How to effectively complete teaching tasks under the influence of Novel Coronavirus Pneumonia Epidemic has become a new topic for teachers.The Outcome-Based Education(OBE)is a student-learningoriented education philosophy,which is highly consistent with the existing epidemic situation.Based on the OBE,this paper takes the course Marketing as an example and hybrid teaching design and practice are carried out with the main line of"Clarifying learning outcomes-designing realization paths-evaluating learning outcomes".Presentation-Assimilation-Discussion mode is combined in teaching implementation process.In teaching practice,“Full Online”hybrid teaching is adopted.The comprehensive evaluation model combining process evaluation and result evaluation is adopted in teaching evaluation.Through teaching objectives,teaching implementation and teaching evaluation,the system is constructed to improve the online teaching quality literately,so as to achieve the expected learning outcomes and create the real"golden lesson".Meanwhile,it provides reference for teaching reform in the post-epidemic era and the future.