支持高等职业学校提升专业服务能力
项目建设方案
学校：浙江金融职业学院 专业：市场营销
二O一一年十月
目 录
一、专业建设基础 ·············································································· 1
（一）以变应变的专业发展理念 ······················································ 3 （二）锐意教学改革的优良传统 ······················································ 3 （三）“双导师制”为载体的校企融合 ·············································· 5 （四）工学结合的人才培养模式创新 ················································ 5 （五）以学生为主体的师生角色重塑 ················································ 6 二、专业发展与人才培养目标 ······························································ 7
（一）指导思想 ··········································································· 7 （二）目标描述 ··········································································· 7 （三）具体监测指标 ····································································· 8 三、专业建设内容与实施步骤 ····························································· 12
（一）建设内容 ·········································································· 12
1.确立紧贴现代服务业发展的动态化人才培养理念 ························ 12 2.开展“四位一体”实战型人才培养模式创新 ······························ 13 3.完善“双导师制”为载体的校企融合体制机制 ··························· 14 4.建设多层次、广覆盖、校企共赢实训实习网络体系 ····················· 15 5.构筑“校企——专业——课程”资源共享型信息化平台 ··············· 16 6.探索中高职衔接的人才系统培养路径 ······································· 17 7.强化营销伦理与健康身心养成教育 ·········································· 18 8.建立系统化质量评价监控体系················································· 19 9.营造营销文化氛围提升专业群建设水平 ···································· 19 （二）实施步骤 ·········································································· 20 四、改革举措 ··················································································· 22
（一）优化人才培养方案 ······························································ 22 （二）构建人才培养的“四个体系” ··············································· 23 （三）完善“双导师制”实施程序和路径 ········································· 27 （四）建立“校中店”式实训基地 ···················································· 27 （五）组建市场营销专业社会服务团队 ············································ 28
（六）建设数字化专业教学资源库 ·················································· 28 （七）组建中高职系统培养试点班 ·················································· 30 （八）开发具有文化传承创新功能的特色课程 ··································· 30 五、专业建设进度 ············································································· 31 六、专业建设预算 ············································································· 32 七、保障措施 ··················································································· 34
（一）拟解决的关键问题与主要办法 ··············································· 34 （二）建设目标实现的各项保障措施 ··············································· 37 八、建设效果描述与绩效考核 ····························································· 40
（一）效果描述 ·········································································· 40 （二）2012、2013年预期绩效 ······················································· 40
浙江金融职业学院市场营销专业建设项目实施方案
一、专业建设基础
市场营销专业成立于2000年6月，是浙江金融职业学院第一批成立的六个专业之一，2002年开始正式招生，2003年在浙江省教育厅举行的办学水平评估中，学院获得了浙江省高职第一个优秀等级，市场营销专业作为随机抽查的专业，以清晰的人才培养理念和举措获得专家好评；2004年成为学院首个新世纪教改试点专业，获得学院第一个省新世纪教改项目立项，开始进行工学结合人才培养模式改革与模块化、项目化教学探索与实践，同年还成为学院获得第一批省财政资助实验室建设项目的专业之一；2006年被评为院重点建设专业，2009年被列入省级特色专业建设计划。
市场营销专业在国内高职教育大发展及学院“行业、校友、集团”共生态办学模式的语境下，开拓进取，经过十一年的建设，在人才培养模式改革、师资队伍建设、实验实训条件建设、教学内容与课程体系改革、制度设计等内涵建设方面取得一系列成绩，综合实力明显提升。市场营销专业内涵建设质量情况见表1-1。
表1-1 市场营销专业内涵建设质量一览表
项目名称 一、实验实训条件建设 1.省财政重点支持实验室（个） 2.校外实训基地（个） 二、师资队伍建设 1.省优秀教师 2.省专业带头人 3.省新世纪151人才 4.教授 5.院教学名师 6.院优秀教学团队 7.专兼职教师比例 三、教学内涵实力 1.国家精品课程（门） 2.国家“十一五”规划教材（本） 3.省重点教材（本） 4.高职高专统编教材 5.教育部教指委重点建设课程（门） 6.省新世纪教改项目（项） 7.院精品课程（门） 8.院教学成果奖（项） 9.院教学创新奖 10.省“挑战杯”大学生创业大赛奖 四、科研与社会服务能力 1.国家一级刊物（篇） 2.核心刊物（篇） 3.人大复印资料转载 4.省厅级以上课题（项） 5.专著（本） 6.企业委托横向课题 7.为企业提供技术指导或培训（次） 8.吸纳企业奖学金、奖教金（万元） 数量 2 30 1 1 1 1 1 1 1：1 1 1 3 6 2 2 2 5 1 3 4 18 3 8 2 5 15 30 备注 其中高级职称比例50% 1项一等，2项二等，2项三等 1项二等，2项三等 海纳奖学金、奖教金，6万元/年
浙江金融职业学院-市场营销-专业建设方案 - 图文
