案例教学法是《市场营销学》课程进行亲验式教学的一条有效途径。本文从分析市场营销案例教学的含义入手,对案例教学的程序、案例分析的方式进行了探讨,提出了案例选择应遵循的几条原则。 The case teaching method is an effective way to carry out the teaching of “marketization” to the teaching of proactive learning. This article starts with the analysis of the meaning of marketing case teaching, discusses the case teaching procedure and case analysis method, and puts forward several principles to be followed in case selection.