互联网的发展与电子商务的兴起催生了对网络营销高技能人才的巨大需求。而各高校《网络营销》课程教学普遍存在教学内容与实际工作岗位脱节的现象,进行教学改革势在必行。以职业岗位能力需求为导向,构建基于工作任务的知识体系、强化实践环节的一体化教学设计、设立基于职业岗位能力的考核机制,将不失为一种有益的探索。 The development of the Internet and the rise of e-commerce have spawned a huge demand for high-skilled Internet marketing professionals. However, the teaching of “network marketing” in colleges and universities generally has the phenomenon that the teaching contents are out of touch with the actual jobs, so teaching reform is imperative. It will be a useful exploration to set up a knowledge system based on job tasks, integrate teaching design in practice, and set up an evaluation system based on the job positivism.