A Study On Curriculum Development In Work Process-Oriented Marketing

Curriculum problem is the core issue in Higher Vocational College, and the level of curriculum development directly decides the quality and specifications of Talent Cultivation in higher vocational college. Subject curriculum has been the mainstream of China's Higher Vocational College curriculum for a long time and the knowledge ability of curriculum leads to severe fragment between the Higher Vocational College graduates' quality and the social needs. How to integrate the practical factors in the course of education and to combine logic with education is the breakthrough to improve the teaching quality in Higher Vocational College.The study, theoretically based on Professional Activity-oriented Teaching and taking the marketing major in Zhejiang high vocational colleges as examples, puts forward effective ways to optimize the curriculum development of marketing on the basis of wide research, that is, the curriculum development of work process-oriented courses, as well as its basic framework through practical and theoretical analysis.The paper first gives a clear and scientific definition to the specific meaning of curriculum and curriculum development, Higher Vocational Education and the marketing major in Higher Vocational College, then followed with detailed explanation. The paper holds that the marketing major in Higher Vocational College is a professional, with stable development prospect and broad space for the needs of society. In order to meet the needs of the enterprises and employers on marketing talents, active exploration on work process-oriented marketing professional curriculum model should be undertaken. The research on the work process-oriented marketing professional curriculum development is explored from the theoretical and practical aspects. Secondly, the paper systematically expounds the theoretical framework of the work process-oriented courses, including the theory based on work process-oriented curriculum development and characteristics of the curriculum model. The paper constructs the theoretical framework of the curriculum development in work process-oriented courses and defines the relevant concepts and theories that arise in the course of the study. The "Learning field" model takes the place of the curriculum courses model based on subjects which has been used for many years. Study circumstance is the key component forming the curriculum program of study areas and the specification of the curriculum program during the learning process in vocational colleges.Thirdly, the paper makes research on the curriculum development of work process-oriented courses in ten Zhejiang higher vocational colleges, with the combination of economic development in Zhejiang Province and full consideration of the professional characteristics, thus summarizing the problems that exist in current vocational curriculum system of marketing in China and brief analyzing the causes.Finally, with the example of the marketing major in Zhejiang higher vocational colleges, the paper puts forward the basic framework of curriculum development of work process-oriented courses through practical and theoretical analysis, which is the focus as well as the difficulty of the paper.This paper argues that the curriculum development of work process-oriented courses in Higher Vocational College is the reflection of higher vocational education characteristics and the key of realizing the professional talent training goal, which has a reference meaning and inspiration to the curriculum development of other professionals in higher vocational education.