基于创新能力培养的营销策划课程教改探索

发布时间：2018-03-10 11:39

本文选题：创新能力　切入点：营销策划　出处：《创新与创业教育》2014年06期 　论文类型：期刊论文

【摘要】：营销策划课程的教学需注重创新能力的培养,这是高校教学工作的重要使命,也是促进学生就业的需要,但一些高校的营销策划课程教学缺乏行之有效的教学方法,教学内容陈旧,对学生创新能力培养的途径有限。应该进行基于创新能力培养的教学内容改革和教学方法改革,需要对目前的教学内容体系进行重构与取舍,可以采用创业项目驱动教学法、尝试教学法、大赛驱动式教学法以及开放式教学法,通过创意训练,增强学生的运作技巧创新能力;通过信息搜集和文案撰写,提高学生的营销调研能力和数据分析能力,并提高学生的专业素质,达成培养学生的创业能力和创新能力的目标。
[Abstract]:The teaching of marketing planning should pay attention to the cultivation of innovative ability, which is the important mission of teaching work in colleges and universities, and also the need to promote students' employment. However, the teaching of marketing planning courses in some colleges and universities lacks effective teaching methods. The teaching content is out of date and the way to cultivate students' innovative ability is limited. The reform of teaching content and teaching method based on the cultivation of innovative ability should be carried out, and the current teaching content system should be reconstructed and rejected. We can use entrepreneurship project-driven teaching method, try teaching method, contest driven teaching method and open teaching method, through creative training to enhance students' innovative ability of operation skills, through information collection and copywriting, Improve students' ability of marketing research and data analysis, and improve students' professional quality, and achieve the goal of cultivating students' ability of entrepreneurship and innovation.
【作者单位】：中原工学院经济管理学院;
【基金】：中原工学院教学改革研究项目“基于创新能力培养的‘营销策划’课程教学改革研究与实践”(中工教[2014]22号) 河南省高等学校特色专业建设点项目“市场营销”(教高[2012]979号) 中原工学院教学改革与研究项目“营销专业人才培养实践教学模式的研究与实践”(中工教[2011]29号)
【分类号】：G642;F713.5-4

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