作　　者： ;

机构地区： 广东外语外贸大学国际工商管理学院

出　　处： 《嘉应学院学报》 2010年第1期81-85,共5页

摘　　要： 作为一门创新性、实践性很强的课程,营销策划的教学目的主要是使学生掌握和提升营销策划的技能,学会实操营销策划项目。结合教学目标与课程特点,归纳出营销策划的三种技能要求;提出了四种教学策略:创意激发策略、抛锚教学策略、团队学习策略、开放教学策略;尝试五种具体方式:校外项目实践;校内创业实践;课堂实践训练;参与教师课题研究;社会实践与科技活动。 As an innovative, highly practical eourse, marketing planning, the main purpose of teaching is to enable students to master and improve marketing planning skills, and learn practical operation of marketing planning project. Combining teaching objectives and curriculum characteristics, we summarized in a marketing plan three kinds of skill requirements and made four kinds of teaching strategies： innovation inspired strategy, anchored teaching strategies, team learning strategies, and open teaching strategies. We made an attempt in five specific ways： off- campus project practice, school business practices, classroom practical training, teachers participating in research projects, social practice and scientific and technological activities.

关 键 词： 营销策划 实践教学 策略

领　　域： [文化科学] [文化科学]