专业课“课程思政”已纳入高校思想政治教育体系。随着课程思政实践的深入，需要根据不同学科专业的特色和优势，深入研究不同专业的育人目标，让课程思政更具有针对性。市场营销学是旅游类本科普遍开设的专业必修课程，本文结合应用型本科院校学生思想特点，总结了由设立课程思政目标、打磨课程思政内容、改革课程思政教学方法、评价课程思政效果四个方面构成的课程思政教学模式，以期为旅游类专业市场营销学课程思政建设提供参考。
The “Ke-Cheng Si-Zheng” for professional courses has been integrated into the ideological and political education system of universities. As “Ke-Cheng Si-Zheng” deepens its influence, it becomes essential to conduct in-depth research on the educational goals of different disciplines based on their unique characteristics and advantages, with the aim of making “Ke-Cheng Si-Zheng” more tailored and effective. Marketing is a compulsory course commonly offered in undergraduate tourism majors. Given the ideological characteristics of students in applied undergraduate colleges, this article outlines the “Ke-Cheng Si-Zheng” teaching model for the marketing course. This model encompasses four key aspects: defining “Ke-Cheng Si-Zheng” objectives, refining “Ke-Cheng Si-Zheng” content, reforming “Ke-Cheng Si-Zheng” methods, and assessing “Ke-Cheng Si-Zheng” outcomes. The objective is to provide valuable insights for developing the “Ke-Cheng Si-Zheng” approach in marketing courses for tourism majors.
Ⅰ. 引言
Ⅱ. 应用型本科院校学生思想特点
Ⅲ. 市场营销学课程思政教学模式
Ⅳ. 结语