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中文摘要：
学生的综合应用能力是当今用人单位急需人才的基本素质。与其他课程相比,市场营销学课程更具有实践性、综合性和应用性。现有的市场营销学课程已经不能适应当今企业市场营销实践的需要。因此,进行在市场营销学课程教学中全面培养学生综合应用能力的系统研究势在必行。结合本人教学实践,文章分别从课程教学内容、教学方法、教学手段、考核手段等方面,提出了市场营销学课程教学改革的具体建议和措施,以培养适应社会需求的高素质营销人才。
英文摘要：
Students＇ comprehensive application ability is the basic quality of talents needed in the current society. Compared with other courses, the marketing has more characteristic of practice, comprehensiveness and adaptability. The existing marketing course can＇t meet the needs of today＇s enterprise marketing practice. Therefore, it is imperative to do a systematic study of comprehensive application ability training for students in the marketing teaching. Combined with my teaching practice, this paper puts forward specific proposals and measures for the teaching reform of the marketing course from teaching contents, teaching methods, teaching means and assessment methods. The aim is to train high-quality marketing talents adapting to the social needs.
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