摘要
随着经济全球化和科技的迅速发展,新营销工具、营销方式和营销内容不断涌现,使得营销工作变得越来越富有挑战性。营销管理是MBA的核心课程之一,以往的教学模式主要是以教师为中心的LBL和CBL两种,制约了学生的营销创新、理论分析、思辨能力。通过对营销管理课程的教学模式进行改革,适应新时期MBA学生的社会和工作需要,培养更具有市场竞争力的高级管理人才。该文基于LBL-CBL-PBL-RBL四轨教学模式,分析晓庄学院MBA营销管理课程教学中存在的问题,结合实际情况提出改革路径,为营销管理课程教学提供参考。
With the rapid development of economy globalization and technology,new marketing tools,marketing methods and marketing content are emerging,which makes marketing work more and more challenging.Marketing management is one of the core courses of MBA.The former teaching mode is mainly LBL and CBL,which restrict the students’ability of marketing innovation,theoretical analysis and speculation.Through the reform of the teaching mode of marketing management course,the MBA students can meet the social and work needs of the new era,and gain more competitive senior management talents.Based on the four-track teaching mode of LBL-CBL-PBL-RBL,this paper analyzes the problems existing in MBA Marketing Management Course Teaching of Hunan Normal University,and puts forward the reform path in combination with the actual situation,which provides reference for the marketing management course teaching.
作者
陈漫
刘汉勇
CHEN Man;LIU Hanyong(Business School of Hunan Normal University,Changsha Hunan,410081,China)
出处
《创新创业理论研究与实践》
2022年第1期109-111,共3页
The Theory and Practice of Innovation and Enterpreneurship
基金
晓庄学院学位与研究生教育改革研究项目“管理学研究生课程思政建设教学改革的实践与探索”
