Marketing Case Teaching Research And Analysis In High Vocational Colleges

Marketing course involves the behavior science，economics，management science，is a comprehensive, applied strong discipline，if uses the traditional teaching method——“cramming education”,which will not inevitably reach a good learning the purpose of thecourse,combined with higher vocational education “competency-based”personnel training requirements,objectively determines theemphasis on teaching methods of integration of theory withpractice,ability cultivation.Case teaching method has attracted much attention in recentyears,as a kind of heuristic teaching method,to develop thestudents’ ability to use knowledge to practical in limited time andspace,expand their thinking,deepen their understanding of theoriesof knowledge and memory.Such a kind of teaching method is accordwith the training objectives of higher vocational education to thestudents“ability”,also meet the requirements of Marketing course onthe practical.Inthispaper,summarizedfinishingbasedcaseteachingtheory,and analysis ofHigher Vocational Marketing course applying case teaching thenecessity,etc， according to the general teaching process of caseteaching,combining with the characteristics of courses,students and puts forwardtheideaMarketingcaseteachinginhighvocationalcolleges.Firstof all, through the system analysis, carding summed up the relevantprinciples of Marketing case teaching.First，case collection:the principle of authenticity principle,theprinciple of moderate difficulty,timeliness principle and cooperate withthe teaching principles；Second，the case teaching principles：to adaptto the target and principle of ability，encourage the participation ofprinciple, emphasize the importance of collaborative principle andinstructive principle.Secondly,on the basis of follow the principle oftheabove,exploreoutthe “sixsteps”caseteaching:presentcase,settingproblem,enter the case scenario,independent exploration,cooperation,discussion and summarization,this paper expounds in detail each step.Based on design thinking,the author has carried on the concrete teachingpractice,and after teaching through the student to carry on thequestionnaire survey and interviews to understand the teaching effect,andfinally put forward the improvement direction of the Marketing caseteaching in high vocational colleges and improve the proposal.