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校企合作培养市场营销人才有利于解决市场营销人才供需的结构性矛盾,有利于促进教学改革,有利于培养知识全面,能力过硬的高素质人才。校企双方在课程设置、师资培养、教学模式、科研交流、人才评判方面展开有效的合作。不过,在合作的过程中,还应注意构建校企双方的双赢利益机制、组建校企合作的领导组织、注重校企合作的绩效评价,同时还应防止市场营销学生职业能力培养方面的极端化取向。
The cooperation between school and enterprise to train marketing talents helps to solve the structural contradiction between supply and demand of marketing talents, is conducive to promoting teaching reform and is conducive to cultivating high-quality talents with comprehensive knowledge and strong ability. Both school-enterprise cooperation in curriculum, teacher training, teaching mode, exchange of scientific research, personnel evaluation and effective cooperation. However, in the course of cooperation, we should also pay attention to the construction of a win-win benefit mechanism for both schools and enterprises, set up a leading organization for the cooperation between schools and enterprises, and pay attention to the performance evaluation of the cooperation between schools and enterprises. At the same time, it should also prevent the extremes of the marketing of students’ vocational skills orientation.