《市场营销原理与实务》能力本位课程教学的探索与思考

高职教育是培养生产、管理、服务第一线的高等技术应用型人才的教育，这决定了高职教育必须转变传统的教育模式，从知识本位转到能力本位上来．《市场营销原理与实务》是一门融市场营销理论和实践为一体，操作性极强的课程，培养学生综合营销能力是本课程的教学目标．课程能力且标、课程内容、能力训练项目是能力本位课程整体设计的核心内容。为了确保能力训练落到实处，需要做好学生的分组、指导、督促、检查、评价工作．需要进行教学的总结和反思。

On Ability-based Teaching of the Course Marketing Principle & Practice

Vocational higher education aims to cultivate practical personnel in the fields of production,management and service,therefore,it is demanded that the teaching mode in vocational higher education need to be changed from the traditional one,from knowledge-based mode into ability-based one.Marketing Principle & Practice is the course which combines the theory of marketing with practice,whose teaching aims to cultivate students' comprehensive marketing abilities.The whole design of the ability-based course inc...