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市场营销学中采用案例教学法具有重要的现实意义。一方面,现实中,营销案例本身很丰富,跟人们的消费实践联系很密切,这为营销案例教学提供了大量的素材。另一方面,市场营销案例教学的整个过程,要求将学生置于模拟的商业环境中,并且担任一定角色,分析企业内外部环境,针对所面临的问题,做出一系列的决策,有效地培养了学生的分析和解决实际问题的能力,符合中职教育的“以能力为本位”的教学理念。本文探讨了案例教学法在中职院校市场营销教学中的应用。
The use of case teaching in marketing has important practical significance. On the one hand, in reality, the marketing case itself is very rich, with people’s consumption practice is very close, which provides a lot of material for marketing case teaching. On the other hand, the whole process of marketing case teaching requires that students be placed in a simulated business environment and assume certain roles, analyze the internal and external environment of the enterprise, make a series of decisions in response to the problems they face, and effectively train The ability of students to analyze and solve practical problems is in line with the teaching concept of “ability-based” in secondary education. This article explores the application of case method in marketing teaching in vocational colleges.