市场营销学是经管类专业的一门专业基础课,应用性和实践性都非常强,通过市场营销学培养学生的市场分析能力、企业营销策划能力。传统市场营销学课堂教学以理论为主,实践为辅,枯燥无味。案例教学法以企业实际为例,通过师生互动、生生互动,突出学生的主体性,激发学生自主学习的兴趣。案例教学应用到市场营销学课堂教学,有利于培养学生解决实际问题的能力,有利于培养应用性、实践性专业人才。 Marketing is a professional basic course which is managed professionally. It has strong applicability and practicality. It can cultivate students’ market analysis ability and marketing planning ability through marketing. The traditional marketing of classroom teaching theory-based, supplemented by practice, boring. The case teaching method, taking the actual enterprise as an example, highlights the students ’subjectivity and stimulates students’ interest in autonomous learning through the interaction between teachers and students and the interaction between students and students. The application of case teaching to marketing classroom teaching is conducive to cultivating students’ ability to solve practical problems and is conducive to cultivating practical and practical professionals.