实践教学提升高职市场营销专业职业能力研究

摘要

The society development demands the reform of higher vocational course. For higher vocational marketing major, it should focus on training students practice ability in the course reform , and cultivate the marketing talents in accordance w ith enterprise marketing vocational ability. Only in this way can marketing major reproduce vitality and highlight the characteristics of school running and teaching. First, according to the characteristics of marketing, starting from the setting aims of professional ability, the article analyses students' capabilities and expertise. Second, it should im prove students professional ability through curriculum integration, reform ing practical teaching pattern and building overall evaluation system . At last, the article points out problems that need attention in practical teaching.%社会发展要求高职院校课程进行改革。对于高职市场营销专业来说，在课程改革中要着重培养学生的实践能力，培养出符合企业营销职业能力要求的营销人才。这样才能使营销专业在再现活力的同时，突出高职院校办学、教学特色。首先，依据市场营销专业的特点，从职业能力设置目标入手，分析该专业学生应具备的基本能力和专业能力。其次，通过从整合课程、改革实践教学模式、构建全面的实践教学的评价体系等途径提升学生的职业能力。最后，提出开展实践教学时应该注意的问题。