Title: Exploration and Analysis of Practical Teaching Mode of Marketing Major in Higher Vocational Colleges
Abstract: Marketing major teaching should highlight practicalness to meet demand of human resource market for applied talents.This paper analyzes the problems in practical teaching of marketing major in higher vocational colleges and combines practical conditions of higher vocational colleges to propose countermeasures of practical teaching innovation mode of marketing. IntroductionAs social development and technological progress, market competitions become increasingly fierce.Enterprises pay attention to actual operation ability and comprehensive quality of marketing talents.They not just focus on the diploma of marketing talents, but also attach importance to the ability to apply knowledge in practical work.Marketing major teaching should actively explore project marketing skill course and highlight students' marketing ability cultivation.In accordance with post requirements for marketing major graduates, specialized course and practical teaching system is constructed. Practical teaching status of marketing major in higher vocational colleges Practical teaching materials do not adapt development needAt present, higher vocational colleges generally adopt the teaching mode which combines theory and practice.The proportion of theory course class hour and practice course class is 45: 55.Practical teaching can give full play to the interaction role of teaching and learning and improve students' practical ability.Marketing major is a systematic discipline with strong practicalness, but most higher vocational colleges have no entirely independent teaching materials related to practical teaching for marketing major.Practical teaching materials are dominated by self-preparation.There is too much theoretical knowledge.The teaching materials fail to combine actual needs of market and lack marketing features.Practical teaching and training contents are insufficient.Students' subject role is not fully exerted.Part practical teaching contents fail to reflect new tics ad new contents with market changes from course setting to teaching contents.So, they deviate from expected goal and influence professional teaching effects.Practical teaching method is single Practical teaching method is single and lays emphasis on textbook knowledge teaching.Although role play and situation simulation are adopted, theory is disconnected with practice.This goes against cultivation of students' application ability and innovation ability.Influenced by practical training resource, practical training tutors fail to plan practical ability of practical training students.Practical training course also becomes a technological course and lacks sufficient practical training.It is hard to help students deeply know enterprises' marketing practice.There is still a large gap with practical needs of marketing talents.Practical teaching teachers have no sufficient experience Among marketing major teachers in higher vocational colleges, most teachers lack front-line work experience in marketing.Without the support of practical work background, it is difficult to correctly guide students.Teachers cannot mobilize students' enthusiasm in teaching organization process, and teaching effects are too poor.There is short of means and measures in vocational skill training and vocational ability cultivation n terms of teaching implementation.