市场营销专业人才能力培养之管窥

在企业对高职高专市场营销专业人才能力要求的调查中发现,企业更加关注营销人员应具备的基本技能依次为策划能力、商务谈判能力、市场调查与预测能力、营销心理能力及销售管理能力等。而在校师生的调查结果却反映目前营销专业学生的培养方式远不能满足市场对该专业应具备的基本技能的要求。借鉴国外相关的先进经验,结合自己多年的教学经验,提出应形成以素质为基础、以能力为中心的人才培养模式,构建以应用为主旨和特征的课程和教学内容体系,以大量的实践教学培养学生的技术应用能力,走校企联合办学道路,培养适应工业和商业企业所需要的应用型市场营销人才。

On cultivating the capabilities of marketing professionals

From the survey of the requirements of companies for the capabilities of marketing professionals in vocational colleges,it is shown that companies come to pay more and more attention to basic capabilities of planning,business negotiation,market investigation and prediction,marketing psychology and sales management.But,from the results of the survey performed among teachers and students,the current ways of cultivating the marketing majors cannot satisfy the basic requirements of markets for the basic skills which students of the marketing major should master.Drawing lessons from the advanced experience of foreign countries and making use of the author's own teaching experience,this paper puts forward a new mode for cultivating professionals,which is quality-based and capability-centered.Under this mode,a curriculum and teaching system should be constructed to take actual application as its objective and characteristic,to foster students' capabilities of applying skills learned from books through a great deal of practice teaching,and to cultivate applied marketing professionals for industrial and commercial enterprises by means of associating colleges with enterprises.