On Case Teaching Method And Its Utilization In 《Marketing》 Teaching

Since the case teaching method was introduced to our country in the end 1970's. it rapidly obtained promotion,and has been widely used in the teaching of the management,economy,legal,science and so on. This is because the theorists of our country have the flaw that they too stress the course content while neglect the teaching process, which causes misunderstanding. many people think that only if there exist cases in the teaching, can the teaching method be called as the case teaching method. Thus they confused the explaining with examples with the case teaching. They lack the accurate understanding about the meaning and the characteristic of the case teaching method, and its utilization principle and rules. utilization process of the case teaching method. Moreover, their understanding and assurance about the goal of the High Vocational Education and the person aviation characteristic of its teaching object are insufficient, which, in the certain degree. They also lack the earnest analysis to the concrete affected the improvement of the teaching effect.This article attempts to study the utilization of the case teaching method in the《Marketing》course. In view of the practice in the High Vocational Education from the pedagogy and the educational psychology field of vision.The case teaching method refers to the method that the teacher adopts in the teaching for the realization teaching goal which requests the teacher to organize the students to go on step by step with study and discussion pointedly, guide the students to understand and grasp the principle and roles further, studying the actual cases from the individual to the ordinary, from the concrete to the abstract. It has four aspects in the characteristics: The leading ability which stresses analyzing; the main body combined by the teachers and student. which improves both teaching and learning. Therefore, the case teaching method has the unique guidance function, the systematized function, the influence function. In the《Marketing》course, the principle, which should be followed in using the case teaching method. In the《Marketing》course teaching, the choosing and utilizing the case teaching method is demanded by the curriculum nature and the teaching particular goal and decided by its abstract idea and complexity of this curriculum. The rich case source in the social life,the teaching thoughts "ability itself ' in High Vocational Education,the learning characteristics of the students in High Vocational Education all made using the case teaching method not only necessary but also possible.Using the case teaching method is one kind of systematic teaching activities. It has its integrity in the teaching process. It may be divided into three stages, namely the preparatory stage before the case teaching, the classroom implementation stage, the stage of the class appraise. Each stage all must have thorough preparation and careful implementation, in the way of which the case teaching method can reveal its unique charm.Linking to the teaching reality in High Vocational Education, this article has conducted the pointing research and the analysis to the case teaching method in the Marketing course teaching utilization.