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市场营销作为一门实践性较强的学科,契合案例教学法的特点。通过案例教学,可以提高课堂效果,深化学生对知识的理解,培养学生的多种能力和团队合作精神。但在实际的案例教学过程中,却普遍存在目的不明确、定位不准确等问题,特别是缺乏本土化的案例。为加强市场营销案例教学的本土化,应加大本土化案例的挖掘与建设,将案例教学国际化与本土化有机结合,及时组织学生到案例企业参观调研,并注意培养教师的案例教学能力。
Marketing as a discipline with strong practicality fits the characteristics of the case teaching method. Through case teaching, classroom effects can be improved, students’ understanding of knowledge can be deepened, and students’ multiple abilities and teamwork spirit can be cultivated. However, in the actual case teaching process, there are common problems such as unclear purpose and inaccurate orientation, especially the lack of localization cases. In order to strengthen the localization of marketing case teaching, we should intensify the exploration and construction of localization cases, organically combine the internationalization of case teaching with localization, timely organize students to visit and study cases, and pay attention to the training of teachers’ case teaching ability.