Guangdong University of Technology

 

 

 

 

管理学院

市场营销专业人才培养方案

自2022级开始执行

 

 

 

 

 

 

 

 

 

 

 

 

执笔：（签字）           专业负责人：（签字）         

 

 

教学副院长：（签字）            

 

 

行政负责人:（签字/学院盖章）：                

管理学院

市场营销本科专业人才培养方案

Undergraduates culitivation scheme

前言（修订说明）

一、培养方案修订的指导思想

本次人才培养方案的修订按照《广东工业大学高水平大学建设总体规划（2015～2020年）》、《广东工业大学“十四五”发展规划》要求，《广东省教育现代化2035》精神，《国务院办公厅关于深化高等学校创新创业教育改革的实施意见》（国办发〔2015〕36号）、国务院办公厅印发《关于深化产教融合的若干意见》（国办发〔2017〕95号）文件精神，将市场营销专业定位为：“紧贴全球新一轮科技革命和产业变革，扎根粤港澳大湾区与广东经济管理实践，以先进制造业和现代服务业深度融合发展的重大现实需求为导向，整合工科优势和创新创业教育优势，聚焦商工融合、创新创业、知行合一、校企协同的人才培养特色，培育具有全球视野、责任担当、人文和科学素养、极具创新活力的市场营销人才”，并充分体现和落实在本次教学计划的修订工作中。

二、培养方案修订的依据

本专业在2020版专业培养方案的基础上，主要依据以下几个方面修订并形成2022版专业培养方案。

1.《国务院办公厅关于深化高等学校创新创业教育改革的实施意见》（国办发〔2015〕36号）

2.《国务院办公厅印发关于深化产教融合的若干意见》（国办发〔2017〕95号）

3.《广东工业大学本科专业建设管理办法（修订）》（广工大规字〔2020〕21号附件1）

4.《广东工业大学本科课程建设管理办法（修订）》（广工大规字〔2020〕21号附件2）

5. 市场营销专业应用型人才社会需求状况调研报告

6.《市场营销本科专业教学质量国家标准》

三、主要修订内容

根据本次培养方案修订要求，在2020版专业培养方案的基础上修订并形成2022版专业培养方案，主要修订内容如下：

1. 进一步凝练培养目标及培养特色

本次培养方案的修订，严格按照市场营销本科专业教学质量国家标准的要求进行，具体包括：（1）专业培养目标和标准紧扣学校人才培养总目标。（2）专业培养目标对应到专业毕业生在毕业后5年左右能够达到的职业和专业成就的内涵要求上；专业的毕业要求（培养标准）对学生毕业时应该掌握的知识和能力有具体描述，包括学生通过本专业学习所掌握的知识、技能和素养。（3）专业的制定、修订，基于产出导向教育（OBE）理念，综合考虑国家社会教育发展的需要、广东省产业发展的需要、学校人才培养定位、学生发展期望等。

2. 优化课程体系

本专业在确定课程体系时，明确课程体系与毕业要求的支撑关系，以及对专业培养目标达成的支持情况，在考虑专业知识结构、学分要求等前提下，还通过目标能力矩阵分析，将专业培养目标和培养标准与课程体系对应。

课程体系按基本课程模块和扩展模块构成，基本模块131.5学分（含基础模块、学院平台课、专业核心课、实践环节等），扩展模块28学分（含两个特色专业选修模块）（如表1）；基本模块课程为该专业的毕业基本要求，扩展模块形成特色培养和彰显个性化教育。即保证各专业基本培养要求的条件下，形成多模块或多样化教育。课程分必修和选修两大类。对于实验、实习、实训、设计等实践性环节，本专业要求不低于34学分（不低于20%）。

表1 市场营销专业课程构成表

模块	学分	课程类别	课程名称	学分	性质
基础模块63.5学分	21.0	自然科学基础	线性代数	2.5	必修
			高等数学B	8.0
			概率论与数理统计C	2.5
			人工智能概论：人文与科学	2.0
			自然科学公选课	6.0
	42.5	人文社科基础	中国近现代史纲要	3.0	必修
			思想道德与法治	3.0
			国家安全教育	1.0
			马克思主义基本原理	3.0
			毛泽东思想和中国特色社会主义理论体系概论	3.0
			习近平新时代中国特色社会主义概论	3.0
			形势与政策	2.0
			大学英语	8.0
			体育	4.0
			军事理论	2.0
			大学生职业规划与创业教育	1.0
			大学生就业创业指导	1.5
			大学生心理健康教育	2.0
			人文社科公选课	6.0
专业 必修课	22	专业 基础课	管理学	3.0	必修
			经济学原理	3.0
			管理心理学	2.0
			统计学	2.0
			会计学原理	2.0
			运筹学	2.0
			财务管理	2.0
			商业伦理学	2.0
			经济法	2.0
			市场营销学	2.0
	14	专业 核心课	企业战略管理	2.0	必修
			管理沟通	2.0
			人力资源管理	2.0
			服务管理	2.0
			运营管理	2.0
			跨文化管理	2.0
			创业管理	2.0
拓展 模块 （选修）	14	专业 选修： 营销战略决策模块	营销战略与策划 Marketing Strategy and Planning	2.0	选修
			消费者行为学 Consumer Behavior	2.0
			市场研究 Marketing Research	2.0
			商业数据分析 Business Data Analysis	2.0
			客户运营分析 Customer Operations Analysis	2.0
			渠道管理 Channel Management	2.0
			零售管理 Retail Management	2.0
			互联网创新思维 Internet innovation thinking	2.0
			营销案例分析 Marketing Case Analysis	2.0
			营销前沿理论与实践 Marketing Frontier Theory and Practice	2.0
			小计（至少选14分）	14
	14	专业 选修： 营销传播模块	品牌管理与传播 Band Management and Communication	2.0	选修
			社会化媒体营销 Social Media Marketing	2.0
			公共关系学 Public Relations	2.0
			广告学 Principles of Advertising	2.0
			推销与谈判 Selling and Negotiation	2.0
			企业形象策划与设计 Enterprise Image Planning and Design	2.0
			网络营销 Internet Marketing	2.0
			国际商务（双语） International Business (bilingual)	2.0
			商务礼仪 Business Etiquette	2.0
			数字营销 Digital Marketing	2.0
			小计（至少选14分）	14
必修	34	实践 环节 课程	军训	2.0	必修
			专业导论与认识实习	1.0
			创新创业实践	1.0
			SPSS软件应用实验	2.0
			市场营销策划实训	2.0
			市场研究实训	2.0
			推销学实训	2.0
			专业实习	4.0
			毕业实习	4.0
			中期论文	2.0
			毕业论文（设计）	12
			小计	34

 

四、特色设置

市场营销专业培养方案充分考虑知识要求、专业能力、人文和科学素质、诚信意识和专业操守、沟通能力、持续学习能力等方面的毕业要求，课程设置时特别考虑跨学科、跨专业的知识融会贯通，培养学生多学科交融的知识视野和思维素质，要求学生通过初步的学术训练，具有一定创新意识和创新能力。

市场营销专业学生的知识要求包括人文社科及自然科学基础知识、学科基础知识、专业知识等方面。

（1）人文社科及自然科学基础知识。学生需要具备心理学、历史学、政治学、伦理学、哲学和艺术等方面的人文知识，掌握并运用高等数学、统计学、外语和计算机等方面的知识技能，以及必要的工程技术和信息技术知识。

（2）学科基础知识。作为工商管理类学科下属的专业，市场营销专业培养的学生首先要掌握管理学和经济学等学科知识，建立一个良好的、基础扎实的知识背景。

（3）专业知识。在具备学科基础知识后，学生还需要系统掌握包括基本理论、方法和技能在内的市场营销专门知识，了解本学科的理论前沿和发展动态，熟悉国内外与市场营销有关的法规制度和实践管理动态。

 

 Introduction

I. the guiding ideology of the revision of the training plan.

The revision of this talent training program is in accordance with the requirements of the General Plan for the Construction of High-level Universities of Guangdong University of Technology (2015-2020) and the Development Plan of Guangdong University of Technology during the 14th five-year Plan, and the spirit of "Guangdong Education Modernization 2035". The implementation opinions of the General Office of the State Council on deepening the Reform of Innovation and Entrepreneurship Education in Colleges and Universities (State Office issued (2015) No. 36), and the General Office of the State Council issued "some opinions on deepening the Integration of Industry and Education" (State Office issued (2017) No. 95) the spirit of the document, the marketing major is defined as: "close to the new round of global scientific and technological revolution and industrial reform, rooted in Guangdong-Hong Kong-Macau Greater Bay Area and Guangdong economic management practice. Guided by the major practical needs of the deeply integrated development of advanced manufacturing and modern service industries, integrate the advantages of engineering and innovative entrepreneurship education, and focus on the talent training characteristics of business-industrial integration, innovative entrepreneurship, integration of knowledge and practice, and cooperation between schools and enterprises. cultivate marketing talents with global vision, responsibility, humanistic and scientific literacy, and innovative vitality. " And fully reflect and implement in the revision of this teaching plan.

II. The basis for the revision of the training plan.

On the basis of the professional training plan of version 2020, this major is mainly revised and formed the professional training plan of version 2022 according to the following aspects.

1. Opinions of the General Office of the State Council on deepening the Reform of Innovation and Entrepreneurship Education in Colleges and Universities (State Office issued (2015) No. 36).

2. "some opinions issued by the General Office of the State Council on deepening the Integration of Industry and Education" (State Office issued (2017) No. 95).

3. Measures for the Administration of undergraduate Specialty Construction of Guangdong University of Technology (revised) (Annex 1 of Guanggong Dazhi (2020) No. 21).

4. Measures for the Administration of undergraduate Curriculum Construction of Guangdong University of Technology (revised) (Annex 2 of Guanggong Dazhi (2020) No. 21).

5. An investigation report on the Social demand of Applied talents in Marketing Specialty.

6. National Standard for Teaching quality of undergraduate Marketing majors.

III. Main revised contents.

According to the requirements of the revision of this training plan, the professional training plan of version 2022 is revised and formed on the basis of the 2020 version of the professional training plan. The main revised contents are as follows:

1. Further refine the training objectives and characteristics.

The revision of this training program is carried out in strict accordance with the requirements of the national standards for the teaching quality of undergraduate marketing majors, including: (1) the professional training goals and standards are closely linked to the overall goal of personnel training in the school. (2) the professional training goal corresponds to the connotation requirements of professional and professional achievements that professional graduates can achieve about 5 years after graduation; professional graduation requirements (training standards) have a specific description of the knowledge and abilities that students should master when they graduate, including the knowledge, skills and literacy that students have mastered through this major. (3) the formulation and revision of majors, based on the concept of output-oriented education (OBE), taking into account the needs of national social education development, the needs of industrial development in Guangdong Province, the orientation of school personnel training, students' development expectations and so on.

two。. Optimize the curriculum system.

When determining the curriculum system, this major defines the supporting relationship between the curriculum system and graduation requirements, as well as the support for the achievement of professional training goals, and on the premise of considering professional knowledge structure, credit requirements, etc., through the goal ability matrix analysis, the professional training objectives and standards correspond to the curriculum system.

The curriculum system is composed of basic curriculum modules and expansion modules, with basic modules of 130.5 credits (including basic modules, college platform courses, professional core courses, practical links, etc.) and expansion modules of 28 credits (including two characteristic professional elective modules) (see Table 1); basic module courses are the basic requirements for graduation of this major, and expansion modules form characteristic training and highlight personalized education. That is to say, under the condition of ensuring the basic training requirements of each major, a multi-module or diversified education is formed. Courses are divided into two categories: compulsory courses and elective courses. For practical links such as experiment, practice, training, design, etc., this major requires no less than 34 credits (not less than 20%).

 

Table 1 Composition of Marketing Courses

module	credit	Course category	Course name	credit	nature
Basic module 63.5 credits	21	Natural Science Foundation	Linear Algebra	2.5	required
			Advanced Mathematics B	8.0
			Probability Theory and Mathematical Statistics C	2.5
			Introduction To Artificial Intelligence: Humanities and Science	2.0
			Public Course of Natural Science	6.0
	42.5	Foundation Of Humanities and Social Sciences	Outline Of Modern Chinese History	2.0	required
			Ideological And Moral Cultivation and Legal Basis	3.0
			Integrity And Self-Cultivation	1.0
			Basic Principles of Marxism	3.0
			Introduction to Mao Zedong Thought and the theoretical system of socialism with Chinese characteristics	3.0
			Introduction to Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era	3.0
			Situation And Policy	2.0
			College English	8.0
			Sports	4.0
			Military Theory	2.0
			College Students' Career Planning and Entrepreneurship Education	1.0
			Employment And Entrepreneurship Guidance for College Students	1.5
			Mental Health Education for College Students	2.0
			Public Elective Courses In Humanities And Social Sciences	6.0
specialized subject compulsory course	22	Basic Specialized Courses	Management	3.0	required
			Economics	3.0
			Management Psychology	2.0
			Statistics	2.0
			Principles of Accounting	2.0
			Operational Research	2.0
			Financial Management	2.0
			Business Ethics	2.0
			Economic Law	2.0
			Marketing	2.0
	14	Core Specialized Courses	Strategic Enterprise Management	2.0	required
			Management And Communication	2.0
			Human Resource Management	2.0
			Service Management	2.0
			Operation Management	2.0
			Cross-Cultural Management	2.0
			Entrepreneurship Management	2.0
expand module (optional)	14	Specialized Subject Elective: Marketing Strategy Decision Module Subject Elective: Marketing Strategy Decision ModuleStrategy Decision Module	Marketing Strategy and Planning	2.0	elective
			Consumer Behavior	2.0
			Marketing Research	2.0
			Business Data Analysis 客户运营分析	2.0
			Customer Operations Analysis	2.0
			Channel Management	2.0
			Retail Management	2.0
			Internet innovation thinking	2.0
			Marketing Case Analysis	2.0
			Marketing Frontier Theory and Practice	2.0
			Subtotal (select at least 14 points)	14
	14	Specialized Subject Elective: Marketing Communication Module	Band Management and Communication	2.0	elective
			Social Media Marketing	2.0
			Public Relations	2.0
			Principles of Advertising	2.0
			Selling and Negotiation	2.0
			Enterprise Image Planning and Design	2.0
			Internet Marketing	2.0
			International Business (bilingual)	2.0
			Business Etiquette	2.0
			Digital Marketing	2.0
			Subtotal (select at least 14 points)	14
required	34	practice link course	Military Training	2.0	required
			Professional Introduction and Cognition Practice	1.0
			Innovation and Entrepreneurship Practice	1.0
			SPSS Software Application Experiment	2.0
			MarketingPlanning Training	2.0
			Marketing Research Training	2.0
			Sales Training	2.0
			Specialized Practice	4.0
			Graduation Field Work	4.0
			Mid Term Paper	2.0
			Graduation Thesis (Design)	12
			Subtotal	34

 

IV. Characteristic setting.

The training program of marketing major fully takes into account the graduation requirements of knowledge requirements, professional ability, humanities and scientific quality, honesty consciousness and professional ethics, communication ability, continuous learning ability and so on. when setting up the curriculum, special consideration should be given to the integration of cross-disciplinary and cross-disciplinary knowledge, so as to cultivate students' multi-disciplinary knowledge vision and thinking quality, which requires students to pass preliminary academic training. Have a certain sense of innovation and innovation ability.

The knowledge requirements of marketing majors include basic knowledge of humanities and social sciences and natural sciences, basic knowledge of disciplines, professional knowledge and so on.

(1) basic knowledge of humanities and social sciences and natural sciences. Students need to have humanistic knowledge of psychology, history, politics, ethics, philosophy and art, as well as knowledge and skills in advanced mathematics, statistics, foreign languages and computers, as well as necessary engineering and information technology knowledge.

(2) basic knowledge of the discipline. As a major under the discipline of business administration, students majoring in marketing should first master the knowledge of management and economics so as to establish a good and solid knowledge background.

(3) professional knowledge. After possessing the basic knowledge of the discipline, students also need to systematically master marketing expertise, including basic theories, methods and skills, and understand the theoretical frontiers and development trends of the discipline. be familiar with the laws and regulations and practical management trends related to marketing at home and abroad.

 

图1.1 市场营销专业课程体系结构

Figure 1.1 Marketing Curriculum System Structure

市场营销

Marketing

专业代码：120202

Code: 120202

学制：四年

Length of schooling: Four Years

授予学位：管理学学士 

Degree: Bachelor of Management

制定（修订）时间：2021年12月 

Time of revision: Dec, 2021

 

一.培养目标

  培养具有全球视野、责任担当、创新思维、人文和科学素养，系统掌握市场营销基本理论与运作方法，具备营销管理的实战技能，融合互联网技术和商科知识的高素质市场营销人才，既能满足地区经济发展的需要，又符合企业发展需要的创新型市场营销专才。

I. Educational objectives

  This major fosters students' global vision, responsibility, innovative thinking, humanities and scientific literacy. Through professional study, students can systematically master the basic theories and operation methods of marketing, possess the practical skills of marketing management, and integrate Internet technology and business knowledge. The purpose of this major is to train innovative marketing professionals who can not only meet the needs of regional economic development, but also meet the needs of enterprise development.

 

二.毕业要求

经过四年的系统学习，本专业学生在毕业时应达成以下毕业要求:

1.管理知识：能够将数学、自然科学、管理基础和专业知识用于解决市场营销复杂问题。

2.问题分析：能够应用数学、自然科学和工程科学的基本原理，识别、表达、并通过文献研究分析市场营销复杂工程问题，以获得有效结论。

3.设计解决方案：能够设计针对市场营销复杂工程问题的解决方案，设计满足特定需求的系统或工艺流程，并能够在设计环节中体现创新意识，考虑社会、健康、安全、法律、文化以及环境等因素。

4.研究：能够基于科学原理并采用科学方法对工商管理复杂问题进行研究，包括设计实验、分析与解释数据、并通过信息综合得到合理有效的结论。

5.使用现代工具：能够针对市场营销复杂问题，开发、选择与使用恰当的技术、资源、现代工具和信息技术工具，包括对市场营销复杂工程问题的预测与模拟，并能够理解其局限性。

6.职业规范：具有人文社会科学素养、社会责任感，能够在工程实践中理解并遵守工程职业道德和规范，履行责任。

7.个人和团队：能够在多学科背景下的团队中承担个体、团队成员以及负责人的角色。

8.沟通：能够就市场营销复杂工程问题与业界同行及社会公众进行有效沟通和交流，包括撰写报告和设计文稿、陈述发言、清晰表达或回应指令。并具备一定的国际视野，能够在跨文化背景下进行沟通和交流。

9.项目管理：理解并掌握工程管理原理与经济决策方法，并能在多学科环境中应用。

10.终身学习：具有自主学习和终身学习的意识，有不断学习和适应发展的能力。

具体表现为毕业生应具有以下的知识、素质和能力：

毕业生具有的知识

1、 市场营销基础理论与专业知识；

2、 人文社科公共基础类知识；

3、 信息技术及管理软件知识；

4、 现代管理、经济理论知识；

5、 定量和定性的研究方法及相关知识；

6、 经济法规及政策知识。

毕业生具有的素质

1、 现代人文素质和科学素质

2、 良好的身体素质；

3、 稳定的心理素质；

4、 管理伦理素质；

5、 职业道德素质；

6、 法纪素质；

7、 综合管理素质

毕业生具有的能力

1、 中文及外文的文字和语言表达能力；

2、 获取信息和处理信息的能力；

3、 学习能力和创新能力；

4、 组织、协调和公共关系能力；

5、 对企业管理环境分析、判断及处理的能力；

6、 运用专业理论知识解决企业管理实际问题的能力。

II. Graduation requirements

After four years of systematic study, the students should complete the following graduation requirements.

1. Management knowledge: Have the ability to use mathematics, natural sciences, engineering fundamentals and expertise to address complex engineering issues in marketing.

2. Problem analysis: Students can apply the basic principles of mathematics, natural sciences and engineering sciences to identify and express, and analyze the complex issues of marketing through literature research to obtain effective conclusions.

3. Design/development solutions: Students can design solutions for complex engineering problems in marketing, design systems, units (components) or processes that meet specific needs, and be able to embody innovation awareness in the design process, taking into account social, health, safety, legal, cultural and environmental factors.

4. Research: Students can study complex engineering problems in marketing based on scientific principles and scientific methods, including design experiments, analysis and interpretation of data, and get reasonable and effective conclusions through information synthesis.

5. Use modern tools: Students are able to develop, select and use appropriate technologies, resources, modern engineering tools and information technology tools for complex engineering problems in marketing, including forecasting and simulating complex engineering problems in business administration and understanding their limitations.

6. Professional norms: Students have humanities and social science literacy, social responsibility, to understand and comply with engineering ethics and norms in engineering practice, fulfill their responsibilities.

7. Individuals and teams: Students are able to take on individual, team members, and responsible roles in a multidisciplinary team.

8. Communication: Students are able to communicate effectively with industry peers and the public on complex engineering issues in marketing, including writing reports and design submissions, presenting statements, clearly expressing or responding to directives. Meanwhile, students have a certain international perspective, able to communicate in a cross-cultural context.

9. Project management: Students can understand and master engineering management principles and economic decision-making methods, and can apply these knowledge in a multidisciplinary environment.

10. Life-long learning: Students have the autonomy of learning and life-long learning awareness, and has the ability to continue to learn and adapt to development.

Knowledge, qualities and abilities required for graduates:

Knowledge requirements

1. Basic theory and professional knowledge of Marketing

2. Basic public knowledge of Humanities and Social Sciences

3. Information technology and management software knowledge

4. Modern management and economic theory knowledge

5. Quantitative and qualitative research methods and related knowledge

6. Economic regulations and policies knowledge

Quality requirements

1. Modern human qualities and scientific quality

2. Good physical health

3. Stable psychological quality

4. Quality of management ethics

5. Quality of professional ethics

6. Law and order quality

7. Integrated management of quality

Ability requirement

1. Text and language competence in Chinese and foreign languages;

2. Ability to acquire information and process information

3. Learning ability and innovation ability

4. Ability of Organization, coordination and public relations

5. Ability to analyze enterprise environment management, judge and process

6. Ability to apply professional theoretical knowledge to solve practical problems of enterprise management.

 

三.专业培养特色

本专业强调前沿导向的培养理念，传授国内外理论和实践中最前沿的营销知识；强调定量分析技术的训练，突出对学生创新意识和数学思维的培养；契合粤港澳大湾区先进制造业和现代服务业营销人才需求，培养数智化转型背景下的创新型营销专才。

III. Features of speciality cultivation

This major emphasizes the training concept of cutting-edge orientation, imparting the most cutting-edge marketing knowledge in theory and practice at home and abroad, emphasizing the training of quantitative analysis techniques, and highlighting the cultivation of students' innovative consciousness and mathematical thinking. It meets the needs of Guangdong-Hong Kong-Macau Greater Bay Area's advanced manufacturing industry and modern service industry marketing talents, and this major trains innovative marketing professionals under the background of mathematical intelligence transformation.

 

四.专业主干学科

工商管理、经济学。

IV. Key discipline for the specialty

Management, Economics.

 

五.专业核心课程

企业战略管理、管理沟通、人力资源管理、服务管理、运营管理、跨文化管理、创业管理

V. Core courses

Strategic Management, Management Communication, Human Resource Management, Service Management, Operation Management, Cross-Cultural Management, Entrepreneurship Management

 

六.特色课程（全英课程、双语课程及其他特色教学改革课程）

品牌管理与传播、社会化媒体营销、数字营销、消费者行为学、市场研究、零售管理、公共关系学、广告学、推销与谈判、渠道管理

VI. Featured courses (English courses, bilingual courses and other featured reforming courses)

Band Management and Communication, Social Media Marketing, Digital Marketing, Consumer Behavior, Marketing Research, Retail management, Public Relations, Principles of Advertising, Selling and Negotiation, Channel Management.

 

七.毕业学分要求

课内总学分不低于161.5学分，实践教学环节学分不少于34学分。

VII. Credits required for graduation

Total curricular credits are not less than 161.5 credits, practice teaching credits are at least 34 credits.

 

八.主要实践教学环节

专业导论与认识实习、创新创业实践、SPSS软件应用实验、市场营销策划实训、市场研究实训、推销学实训、专业实习、毕业实习、中期论文、毕业论文（设计）等。

VIII. Main components of practical teaching

Professional Introduction and Understanding of Practice, Innovation and Entrepreneurship Practice, Engineering Training, SPSS Software Application Experiment, Marketing Planning Training, Marketing Research Training, Sales Training, Specialty Practice, Graduation Practice, Mid-term Paper, Graduation Design (Thesis).

 

九.课程体系的构成及课程学分分配比例

IX. Course system structure and course credit proportion

1、课内部分 Intra-curricular sector

 

2、课外部分 Extra-curricular sector

 

 

 

 

十.课程设置及学时（学分）分配

X. Program requirements and credit (teaching hours) distribution

1、课内部分Intra-curricular sector

.

 

 

 

说明：

*标注该符号为大类平台课程

**标注该符号为专业核心课程

BL标注该符号为双语课程

#标注该符号为开放课程

CE创新创业教育融入课程

 

 

附录

①毕业要求对培养目标的支撑关系

本专业毕业要求对培养目标的支撑关系，可用矩阵图或其他适当形式说明。

专业的毕业要求完全覆盖了《高等学校本科专业类教学质量国家标准》工商管理、市场营销通用标准的毕业要求，专业的毕业要求支撑了培养目标的实现，具体见矩阵表1。

 

表1  专业毕业要求支撑专业培养目标

备注：支撑度类别：H:强支撑，M:一般支撑，L:弱支撑

②课程体系对毕业要求的支撑关系

本专业课程体系对毕业要求的支撑关系，可用矩阵图或其他合适形式说明。

市场营销专业课程体系对毕业要求的支撑关系，参见矩阵表2。

表2  市场营销专业课程体系对毕业要求的支撑

 

③毕业要求达成度评价

本专业毕业要求达成度评价的机制，包括评价方法、数据来源、评价机构、评价周期、结果反馈等，并任选1-2项毕业要求项举例说明评价实施情况。

3.1毕业要求达成度评价机制

本专业根据课程体系对毕业要求的支撑，综合考虑理论课程、实验实训、毕业设计等实践课程对各项毕业要求及其指标点达成的关联程度，同时将每项毕业要求（或指标点）归一化，制定以下权重系数设定规则：

1）理论课程的权重系数：学分数*1；

2）实验课程的权重系数：学分数*1.5；

3）课程设计及实训课的权重系数：学分*1.5；

4）毕业设计的权重系数：学分*2。

 

Appendix

① The supporting relationship between graduation requirements and its objectives

The supporting relationship between the graduation requirements of this major and the training objectives can be illustrated by matrix diagrams or other appropriate forms.

The graduation requirements of majors completely cover the graduation requirements of the General Standards of Business Administration and Marketing of the National Standard for Teaching quality of undergraduate majors in Colleges and University. the graduation requirements of majors support the realization of the training goals. for details, see Table 1 of the matrix.

Table 1  requirements for graduation of majors to support the training objectives of majors

Remarks: support degree category: H: strong support, M: general support, L: weak support.

② The supporting relationship between course system and its graduation requirements

The supporting relationship of the curriculum system of this major to the graduation requirements can be illustrated by matrix diagrams or other appropriate forms.

For the supporting relationship of the curriculum system of marketing major to the graduation requirements, see matrix table 2.

Table 2   support of graduation requirements by the curriculum system of marketing major

 

 

③Evaluation of the degree of achievement of graduation requirements

The evaluation mechanism of graduation requirements of this major includes evaluation methods, data sources, evaluation institutions, evaluation cycle, result feedback, etc. And select 1-2 graduation requirements to illustrate the implementation of the evaluation.

3.1 Graduation requirement achievement evaluation mechanism

According to the support of the curriculum system for graduation requirements, this major comprehensively considers the degree of relevance of theoretical courses, experimental training, graduation design and other practical courses to various graduation requirements and their index points, and at the same time normalizes each graduation requirement (or index point), and formulates the following weight coefficient setting rules:

1) Weight coefficient of theoretical courses: academic score * 1;

2) Weight coefficient of experimental course: score * 1.5;

3) Weight coefficient of curriculum design and practical training: credits * 1.5;

4) Weight coefficient of graduation project: credits *2.