成党伟 钟生海

摘  要：“市场营销学”课程是应用型本科经管类专业非常重要的一门课程，也是经管类专业学生创新创业教育中必要的知识模块，其本身是一门实践性很强的课程。如何结合应用型本科高校人才培养定位、专业教育、创新创业教育，主动适应商业环境、学情的变化，探讨通过课内外一体化推进“市场营销学”课程教学改革，改革教学目标、教学内容、教学主体、考核方式，培养学生的市场营销理论与实践应用能力、创新创业能力，促进应用型本科经管类人才的培养。以期为应用型本科院校经管类专业“市场营销学”课程改革提供借鉴和参考。

关键词：课内外一体化;市场营销学;课程改革

中图分类号：G642       文献标志码：A         文章编号：2096-000X（2020）22-0122-04

Abstract： Marketing is one important course for the application-oriented undergraduate economics and management major， which is also a knowledge module in innovation and entrepreneurship education for students majoring in economics and management. And the course itself is a practical one. It is focused on the orientation of talent training in the application-oriented， professional educations， innovation and entrepreneurship education， adaption to the business environment， changes of learning emotion and so on. What's more， it also discussed how to promote the teaching reform of this course through the integration of inside and outside class， how to reform teaching objectives， teaching contents， teaching subjects， assessment method， how to cultivate students' marketing theory and practical application ability， innovation and entrepreneurship， which intended to promote the cultivation of applied undergraduate talents in economic management. It is hoped that this article could provide reference for the reform of marketing course of economics and management major in application-oriented universities.

Keywords： integration of inside and outside class; Marketing; curriculum reform

近年来，地方本科高校响应国家高校发展战略部署积极向应用型转型，培养应用型人才，应用型人才培养定位的转变也要求地方高校在人才培养过程中要做好顶层设计，制定好人才培养方案，围绕人才培养定位优化课程教学目标，以课程改革支撑人才培养，真正促成应用型人才培养。“市场营销学”课程是经管类专业的一门重要的专业课程，也是高校创新创业教育重要的知识模块，应用型本科经管类专业“市场营销学”课程教学应积极契合应用型人才培养，应在人才培养定位发生变化的前提下，改革课内课程教学、优化创设课外学习环节，通过课内课外一体化，结合创新创业教育，提升课程支撑应用型人才培养，促进应用型经管类专业人才培养的质量。……