基于“知识、能力、素质”协调发展的市场营销课程研究性教学的探讨

摘要

市场营销课程是市场营销专业的核心课程，需围绕“知识、能力、素质”的教学目标进行研究性教学改革。本文针对市场营销课程在教学方面存在的问题，提出课程的研究性教学目标、教学理念、教学内容、教学方法、评价方法。%Marketing course is a core course for marketing major, and the research-oriented teaching reform revolving around"knowledge, ability and quality"should be implemented. In view of the problems existing in marketing teaching, this paper pro-poses the research-oriented teaching aims, teaching ideas, teaching contents, teaching methods and evaluation methods of the course.