作　　者： (吴玲）; (贾卫平）;

机构地区： 湖南文理学院经济与管理系,湖南常德415000

出　　处： 《济源职业技术学院学报》 2017年第3期80-82,共3页

摘　　要： "企业营销策划"作为市场营销专业的核心主干课程,着重于培养学生的创新性思维,策划表现与活动组织能力。而目前我国应用型高校课程存在考核形式单一,考核内容僵化,评价主体局限等问题,对学生的考核侧重于理论知识,无法全面反映学生的课堂表现与综合创新能力。通过对现有课程考核模式弊端进行分析,探索一种课前、课中和课后多样化的全过程考核新模式,激发学生课堂参与的积极性,促进专业实战能力的提升。 As the core curriculum of marketing major, enterprise marketing planning focuses on cultivating students＇ creative thinking, planning performance and organization skills. At present, mode of course assessment in application - oriented university in China is single, content is rigid, and evaluation subject is limited, which focuses on the assessment of students＇ theory knowledge and can not fully reflect the students＇ classroom performance and comprehensive innovation ability. Through the analysis of disadvantages of existing curriculum assessment mode, we try to explore a new kind assessment focusing on before - class, in - class and after - class to arise the enthusiasm of students＇ classroom participation, and promote the professional practical ability in work.

关 键 词： 企业营销策划 考核模式 改革