高校市场营销专业“433”教学模式的构建与实践

市场营销专业具有很强的综合性、实践性、前沿性等特征,在教学过程中普遍存在学生专业兴趣不足和知识结构难以建构等问题。为此基于"课前师师互学-课堂师生研学-课后生生互学-课外创新创业实践"4个基础,通过"师师互动、师生互动、生生互动"3种途径,最终实现学生"情感重现、知识变现、能力呈现"3大目标的模式,建立了"433整合型"教学模式(简称"433"教学模式)。"433"教学模式的内核是研究性教学,其目标在于"创造与运用"。相比传统的讲授性教学,市场营销专业的研究性教学重在强调以问题贯穿于整个教学过程,倡导理论与实践相结合,教学与研究相结合,激发学生的好奇心和求知欲,注重学生的实践与创新能力,培养新型创新人才培养。

The Construction and Practice of "433" Teaching Mode for the Marketing Majors in College

Marketing is a major with the characteristics of comprehensiveness,practicality and a focus on the forefront.However,some common problems are often found in the teaching process,such as a lack of interest in the profession among students,difficulty in constructing a knowledge framework and so on.As a counter measure,the "433 integrated" teaching mode is established based on the four foundations(i.e.mutual learning between teachers and teachers before class,research between teachers and students in class,mutual learning between students and students after class,innovation and entrepreneurship practice after class),three ways(interaction between teachers and students,interaction between teachers and students,and interaction between students and students),and three goals(emotional reproduction,knowledge realization and ability presentation) hence referred to as "433" teaching mode.The core of "433" teaching mode is research teaching,and its goal is "creation and application".Compared with the traditional teaching mode,the research teaching of marketing focuses on the integration of theory and practice,the combination of teaching and research,the stimulation of students’ curiosity,and the emphasis on students’ practice and innovation ability to finally cultivate new marketing talents with innovative ability.