服务主导逻辑下“市场营销”教学模式与效果分析-《集美大学学报（教育科学版）》

文章信息/Info

Title:: Education Model of ‘Marketing’ Course under the ServiceDominant Logic and Its Effects Analysis

Author(s):: LI Qing-chang; CHEN Yu; (Business Administration College of Jimei University)

摘要:: 在服务主导逻辑下，价值往往由生产者和顾客共同创造，企业需要积极主动整合企业资源和其他公共私人资源来进行价值共创。在“市场营销”课程的教学中也同样如此。通过全方位的体验式教学，能有效吸引顾客（学生）参与到教学活动过程中，让学生从课程接受者，变成为课程的价值创造者。同时，学生的参与将有利于提升课程的价值。本研究通过教学改革，强化了学生的学习体验度，发现体验度高的学生在学习主动性方面有了明显比较出色，该主动性会直接影响学生对社会实践的认识，同时影响学习态度以及学习结果满意度。

Abstract:: The Service-Dominant Logic argued that the value should be created by both producer and consumer. The company should actively use its resources and other public private resources to co-create the value. However, this logic should be followed in the teaching of ‘Marketing’. By using the experiencing teaching methods, teachers should invite the consumer (as students) to participate in the learning process and become a courses value creator not accepter. There participation will greatly increase the value of courses. This research was carried out during a course reformation. A new teaching process was implied which greatly fortified the learning experience of students. Result show that experience will improve the learning motivation which will result in a positive attitude towards internship, and higher satisfaction of teaching methods and course contents.