建构主义理论可较好的发现人类学习过程的认知规律,有利于指导教学实践,基于此,本文探讨了建构主义教学设计在市场营销理论与策划课程教学中的应用。在教学中,通过教学目标设计、情境学习设计、自主学习设计、协作学习设计、学习效果评价设计,激发学生主体意识,使学生的能动性充分发挥,从而取得良好的教学效果。 Constructivism theory can better find out the cognitive rules of human learning process and is conducive to guiding teaching practice. Based on this, this paper discusses the application of constructivism teaching design in marketing theory and planning course teaching. In teaching, through teaching goal design, situational learning design, independent learning design, collaborative learning design, learning evaluation and design, to stimulate students’ awareness of the main body so that the students give full play to the initiative to achieve good teaching results.