面对市场上营销专业人才紧缺,而营销专业培养的学生却面临找不到工作的尴尬局面,本文尝试从学习策略、激发学生求知欲望、激发潜能、培养学生“会学习”、转变评价方式和把握评价时机这几个方面探讨课改背景下,如何构建《市场营销》的有效课堂,让培养的学生真正能适应市场的需要。 Faced with the shortage of marketing professionals in the market, and the training of students in the marketing profession faced with an embarrassing situation in which no job can be found, this article attempts to learn strategies, inspire students’ desire for knowledge, stimulate potential, cultivate students “learning”, and change evaluation. Ways and grasping the timing of evaluation This section explores how to construct an effective classroom for “Marketing” under the background of curriculum reform so that students can truly adapt to the needs of the market.