“岗课对接，赛教融合”市场营销专业师资培训效果评估与提升路径研究

Effectiveness Evaluation and Improvement Pathways for Marketing Faculty Training under “Job-Course-Alignment and Competition-Education Integration”

摘要: 在数字经济与产教融合政策的推动下促使企业对应用型人才岗位要求显著提升。高校营销专业人才培养与当前企业对营销人才的需求矛盾明显。主要体现在三个核心问题上：理论知识不扎实、应用技能不全面、社会阅历不足。提升专业教师的实践教学能力，是破解这一困境的关键所在，本文以“岗课对接，赛教融合”市场营销专业师资培训效果评估与提升路径研究为重点，探讨构建三者协同育人的良性循环机制，以破除“岗”、“课”、“赛”之间的壁垒。

Abstract: Under the drive of the digital economy and industry-education integration policies, enterprises have significantly raised the job requirements for applied talents. A notable contradiction exists between the cultivation of marketing professionals in universities and the current demands of enterprises for marketing talent. This is mainly reflected in three core issues: an unsolid theoretical foundation, incomplete practical skills, and insufficient social experience. Enhancing the practical teaching ability of specialized faculty is key to resolving this dilemma. Focusing on the study of the effectiveness evaluation and enhancement paths for the “job-course alignment and competition-education integration” marketing faculty training, this paper explores the construction of a virtuous cycle mechanism for collaborative education among the three, aiming to break down the barriers between “Job”, “Course”, and “Competition”.