基于创新能力培养的市场营销学课程教学改革探索

摘要

The nature of the marketing demands innovation,the drastic changes in the social and economic environment requires that Marketers must innovatively apply the marketing theory to solve the new problems emerging ceaselessly, so the marketing course teaching should focus on the cultivation of students' innovative ability. To achieve this goal, first, the cultivation of students' innovative ability should be embodied in the curriculum teaching target planning, secondly, the marketing curriculum content should properly adjusted, thirdly, it should be flexibly applied in the teaching process of questioning teaching method, scene teaching method, case teaching method and practice teaching method, finally it should be reflected the cultivation of students' innovative ability in course evaluation%　　市场营销学的本质要求创新，急剧变化的社会经济环境要求市场营销者必须具备创新性运用市场营销理论解决不断出现的新问题的能力，因而市场营销学课程教学应注重对学生创新能力的培养。为实现该目标，首先应将学生创新能力的培养要求体现在课程教学培养目标规划中，其次应对市场营销学课程内容进行恰当的调整，再次应该在课程教学过程中灵活运用设疑式教学法、情景式教学法、案例教学法及实践教学法等方式方法，最后在课程考核中应该体现出对学生创新能力培养的重视。