“課賽融合”教學(xué)模式在市場(chǎng)營(yíng)銷專業(yè)課程教學(xué)中的應(yīng)用

——以廣告學(xué)課程為例

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摘 要 市場(chǎng)營(yíng)銷專業(yè)課程教學(xué)普遍存在理論與市場(chǎng)脫節(jié)、考核方式單一，以及成果不顯著等問題。文章以廣告學(xué)課程為例，結(jié)合全國(guó)大學(xué)生廣告藝術(shù)大賽，探討“課賽融合”教學(xué)模式在市場(chǎng)營(yíng)銷專業(yè)課程教學(xué)中的應(yīng)用。研究表明，課賽融合主要從課程目標(biāo)設(shè)計(jì)、課程內(nèi)容融合、課程活動(dòng)融合、課程評(píng)價(jià)融合等維度展開。

關(guān)鍵詞 課賽融合；市場(chǎng)營(yíng)銷；課程設(shè)計(jì)；教學(xué)改革

中圖分類號(hào)：G424                             文獻(xiàn)標(biāo)識(shí)碼：A     DOI：10.16400/j.cnki.kjdk.2024.25.044

Application of the "Classroom Competition Integration" Teaching Mode

in Marketing Professional Course Teaching

——Taking Advertising Course as an Example

ZHOU Zhiwei， OU Linlu

（Guangzhou City Institute of Technology， Guangzhou， Guangdong 510800）

Abstract There are common problems in the teaching of marketing courses， such as a disconnect between theory and market， a single assessment method， and insignificant results. The article takes advertising courses as an example and combines them with the National College Student Advertising Art Competition to explore the application of the "course competition integration" teaching model in the teaching of marketing courses. Research has shown that the integration of curriculum and competition is mainly carried out from the dimensions of curriculum goal design， curriculum content integration， curriculum activity integration， and curriculum evaluation integration.

Keywords integration of classes and competitions; marketing management; course design; reform in education

1  市場(chǎng)營(yíng)銷專業(yè)課程教學(xué)常見問題分析

1.1  專業(yè)課程理論與市場(chǎng)脫節(jié)

營(yíng)銷是企業(yè)運(yùn)營(yíng)管理中一個(gè)靈活多變的環(huán)節(jié)，這就要求專業(yè)課程知識(shí)須緊跟市場(chǎng)發(fā)展趨勢(shì)。（剩余3769字）