市场营销专业项目化教学课程改革初探--以《广告理论与实务》课程为例

摘要

Based on Advertising Theory and Practice as an example, this paper expounds the specific practices of project-based curriculum teaching reform implemented by Marketing Profession of Xiangyang Vocational and Technical College and Metro Xiangyang Mall (hereinafter referred to as "Metro"): college and enterprise develop teaching programmes and select teaching content; college connects enterprise, combining theory and practice; college professional teachers and enterprise mentors guide students' practice, evaluate students' performance and construct cooperative education mechanism to improve students' comprehensive qualities and abilities.%以《广告理论与实务》为例阐述了襄阳职业技术学院市场营销专业与麦德龙有限公司襄阳商场（以下简称“麦德龙”）合作开展的项目化教学课程改革的具体做法，即校企共同制定教学方案，选定教学内容；学校与企业两个平台相对接，理论与实践有机结合；校内专业教师和企业导师共同指导学生企业实践，共同对学生进行考评，构建了校企融合、协同育人机制，提高了学生综合素质和能力。