职业能力培养是市场营销课程适应市场、服务企业、创新人才培养模式的需要。从市场营销课程内容的改革、教学方法的改革、考试的改革以及教学中应当把握的原则4个方面,提出了市场营销课程改革必须从知识传授型向职业技能型转变,从课堂为中心向社会实践为中心转变,变教师为教练,变封闭学习为开放学习的建议。%Vocational competency cultivation is the needs of marketing course adapting to the market, serving enter-prises, and innovating talent cultivation model. This paper proposes that teaching reform in marketing course should be from knowledge initiating to vocational skills, from classroom - centered to practice - centered, from teachers to coaches, from closed -end learning to open learning through the research on the reform of course content, the re- form of teaching method, the reform of examination and the teaching principles.
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