河北地质大学学报2023，Vol.46Issue(6)：140-146,7.DOI:10.13937/j.cnki.hbdzdxxb.2023.06.020
数字技术背景下"市场营销学"课程创新研究
Research on the Innovation of"Marketing"Course under the Background of Digital Technology
摘要
Abstract
Digital technology has brought great changes to marketing theory and practice.The research on course innovation of"Marketing"under the background of digital technology has far-reaching practical significance for high-quality training of marketing and business management talents.On the basis of determining the essence and logic of marketing,this paper explores the invariable factors and changing factors brought by digital technology to the essence and logic of marketing,so as to design the course innovation framework of"Marketing"under the background of digital technology enabling marketing.The research shows that:under the background of digital technology,the essence of customer-oriented marketing,creating,disseminating,delivering and exchanging value for customers and the marketing logic framework with"R-STP-4P-MM"as the core have not changed,but the consumers'purchasing behavior and marketing means have changed.The course innovation framework of"Marketing"designed in this way is more in line with the times and marketing practice.关键词
课程创新/"市场营销学"/数字技术/教学改革Key words
curriculum innovation/"Marketing"/digital technology/teaching reform分类
社会科学引用本文复制引用
南茜,陈宝华,王成敏..数字技术背景下"市场营销学"课程创新研究[J].河北地质大学学报,2023,46(6):140-146,7.基金项目
河北省高等教育教学改革研究与实践项目(2021GJJG284). （2021GJJG284）
