基于PKM的品牌营销教学改革探索
发布时间：2018-10-17 09:04
【摘要】：品牌无论在理论界或现实市场都是一个重要的研究课题;基于市场视角,品牌是企业的核心竞争力之一,是企业利润的主要来源;基于营销理论知识结构体系,品牌是其中一个不可或缺的重要组成部分。品牌营销知识具备综合性、系统性和战略性等特征,在运用中非常依赖个人理解、交流、整合和内化的能力;传统的教学模式难以实现教学目的,有必要对课程知识模块、教学模式、教学技巧进行研究和探索以提出更为恰当的教学改革方案。从品牌营销的课程特质出发,基于学生个人知识生成和管理视角对品牌营销课程进行改革,有助于学生在教学干预条件下的知识生成和内化,并将这些知识运用到实践中。
[Abstract]:Brand is an important research topic both in theory and in real market. Based on market perspective, brand is one of the core competitiveness of enterprises and the main source of profits, based on the knowledge structure system of marketing theory. Brand is an indispensable and important part of it. Brand marketing knowledge has the characteristics of comprehensive, systematic and strategic, and relies heavily on the ability of personal understanding, communication, integration and internalization. In order to put forward a more appropriate teaching reform plan, the teaching mode and teaching skills are studied and explored. Based on the curriculum characteristics of brand marketing, the reform of brand marketing curriculum based on the perspective of students' personal knowledge generation and management is helpful to students' knowledge generation and internalization under the condition of teaching intervention, and the application of these knowledge to practice.
【作者单位】： 成都信息工程大学商学院;
【分类号】：F273.2-4;F274-4;G642.0
本文编号：2276173
[Abstract]:Brand is an important research topic both in theory and in real market. Based on market perspective, brand is one of the core competitiveness of enterprises and the main source of profits, based on the knowledge structure system of marketing theory. Brand is an indispensable and important part of it. Brand marketing knowledge has the characteristics of comprehensive, systematic and strategic, and relies heavily on the ability of personal understanding, communication, integration and internalization. In order to put forward a more appropriate teaching reform plan, the teaching mode and teaching skills are studied and explored. Based on the curriculum characteristics of brand marketing, the reform of brand marketing curriculum based on the perspective of students' personal knowledge generation and management is helpful to students' knowledge generation and internalization under the condition of teaching intervention, and the application of these knowledge to practice.
【作者单位】： 成都信息工程大学商学院;
【分类号】：F273.2-4;F274-4;G642.0
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1 周艳芬;;基于本地信息组织管理机制的教师PKM研究[J];产业与科技论坛;2012年05期
，本文编号：2276173
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