参与式教学模式在《客户关系管理》课程中的应用研究

Research on the Application of Participatory Teaching Mode in the Course of Customer Relationship Management

摘要: 在中国大力倡导启发式、讨论式、参与式教学的背景下，本研究旨在对《客户关系管理》数据挖掘任务模块课程内容进行参与式教学模式的应用尝试。基于参与式教学的基本理念和《客户关系管理》课程教学的实际情况和可利用的资源，通过授课学生特点的梳理和国内外相关经验的借鉴，完成了课程知识与技能体系的构建、任务驱动课程环节的设置以及参与式教学模式在《客户关系管理》课程中的应用效果分析。总结了课程改革中遇到的问题，分析了课程改革实施后的积极效果。为《客户关系管理》课程参与式教学模式改革提供借鉴。

Abstract: Under the background of advocating heuristic, discussion and participatory teaching in China, this research aims to try the application of participatory teaching mode in the course content of data mining task module of Customer Relationship Management. Based on the basic idea of participatory teaching and the curriculum teaching actual situation of customer relationship management (CRM) and the available resources, through teaching the students the characteristics of the carding and domestic and foreign relevant experience for reference, completing the construction of curriculum knowledge and skills system, task driven course link set and participatory teaching mode in the curriculum of the customer relationship management (CRM), application effect is analyzed. This paper summarizes the problems encountered in the course reform and analyzes the positive effects after the implementation of the course reform. It provides reference for the reform of the participatory teaching mode of customer relationship management.