摘要
应用型本科市场营销专业需要培育德、知、行、思全面发展的高级营销人才,而传统课程教授过程中存在知识传授、价值塑造和能力培养各环节之间不同程度的脱节问题,针对这一痛点,以“广告策划与管理”课程为例,基于OBE教育理念提出了课堂教学与学科竞赛和校企合作双维度融合的OCIA教学路径设计。该教学路径设计包括四维度教学目标的设定,赛教融合和校企融合的教学内容及活动设计,多元多维的课程评价体系的设计,以及如盐入水的课程思政设计。通过该教学路径的设计和实现,促进学生理论学习和实践相结合,提升学生解决实际营销问题的能力,为学生将来走上工作岗位奠定了良好的基础。
The major of Marketing of application-oriented needs to cultivate senior marketing talents with allround development of morality,knowledge,behavior and thinking.However,there is a gap between knowledge teaching,value shaping and ability training in the traditional teaching process.In view of this pain point,this paper takes the course of Advertisement Plot and Management as an example,and the design of OCIA teaching path of two-dimensional integration of classroom teaching,discipline competition and school enterprise cooperation are put forward based on the OBE educational concept.The teaching path includes the setting of four-dimensional teaching objectives,the teaching content and activity design of competition teaching integration and school enterprise integration,the design of multi-dimensional curriculum evaluation system,and the curriculum ideological and political education.Through the design and implementation of the teaching path,students can combine theoretical learning with practice,and improve their ability to solve practical marketing problems to lay a good foundation for their future work.
作者
田雪莲
赵丽
王春梅
宋小燕
TIAN Xue-lian;ZHAO Li;WANG Chun-mei;SONG Xiao-yan(School of Management,Heilongjiang University of Science and Technology,Harbin,Heilongjiang 150020,China)
出处
《教育教学论坛》
2022年第5期130-133,共4页
Education And Teaching Forum
基金
2016年度黑龙江省教育科学规划省教育厅规划课题“应用型高校市场营销专业实习设计就业一体化研究与实践”(GJC1316165)
2017年度黑龙江科技大学教学研究项目“市场营销专业‘学习实习就业一体化模式’研究与实践”(JY17-80)。
关键词
市场营销专业
人才培养
课程教学设计
the major of Marketing
talent training
curriculum teaching design
