基于培养营销学生核心能力的《市场营销学》考试改革探讨

发布时间：2018-03-04 17:33

本文选题：营销专业核心能力　切入点：市场营销　出处：《中国市场》2016年05期 　论文类型：期刊论文

【摘要】：传统的试卷考核,期末试卷在学生成绩中比重过重,使学生不重视学习过程,靠记忆应付考试,限制了对学生营销核心能力的培养。根据市场营销专业要培养的市场调查、推销、营销策划三大核心能力,改革了考核方式,增加了市场调查、营销策划比赛、小论文等作业形式,既改变了考核方式,也改变了教学方式,探索了市场营销学教学改革的难点,并提出了相应的改革措施。
[Abstract]:The traditional examination paper, the final examination paper, is too heavy in the students' grades, which makes the students pay no attention to the study process, and relies on the memory to cope with the examination, which limits the cultivation of the students' core competence of marketing. According to the market investigation that the marketing specialty should cultivate, The three core competencies of marketing and marketing planning have reformed the examination method and increased the operation forms such as market investigation, marketing planning competition, small papers, etc., which have changed both the assessment method and the teaching method. This paper probes into the difficulties in the reform of marketing teaching and puts forward the corresponding reform measures.
【作者单位】：唐山学院经济管理系;
【分类号】：G642;F713.50-4

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