| 基于胜任力的市场营销专业教学改革实践与研究 |
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| 引用本文： | 张翠英.基于胜任力的市场营销专业教学改革实践与研究[J].浙江水利水电专科学校学报,2011,23(1):77-79. |
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| 作者姓名： | 张翠英 |
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| 作者单位： | 浙江水利水电专科学校,浙江杭州,310018 |
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| 基金项目： | 浙江省2010年教育科学规划课题 |
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| 摘 要： | 从胜任力角度对营销专业毕业生与非营销专业毕业生工作绩效进行差异比较,指出营销人员需要具备良好的专业能力和职业能力,职业能力突出可以弥补专业能力的不足,并建议构建高等院校市场营销专业"职业能力+专业能力"的双路径教学模式,在培养学生专业能力的同时,加强营销专业学生职业能力的培养;提出树立职业能力的观念、在教学计划中突出职业能力的培养、强调学生在教学中的主体地位等实施要点.
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| 关 键 词： | 市场营销专业 胜任力 职业能力 双路径教学模式 |
On Competence-oriented Teaching Reform of Marketing |
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| ZHANG Cui-ying.On Competence-oriented Teaching Reform of Marketing[J].Journal of Zhejiang Water Conservancy and Hydropower College,2011,23(1):77-79. |
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| Authors: | ZHANG Cui-ying |
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| Affiliation: | ZHANG Cui-ying(Zhejiang Water Conservancy and Hydropower College,Hangzhou 310018,China) |
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| Abstract: | The comparison of working performance between marketing graduates and non-marketing graduates is made based on personal competency.It is pointed out that marketers should possess the good professional ability and occupational competency,which are two important factors in the success of marketing.Excellent occupational competency will make up for professional ability to a certain extent.A new teaching model,so-called ＂dual-path＂ is put forward in the paper,trying to deliver professional knowledge as well as occupational competency in talent cultivation of marketing major in colleges. |
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| Keywords: | marketing major competency occupational competency dual-path teaching model |
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