The Research On The Application Of ARCS Motivation Model In The Teaching Of Online Marketing In K Secondary Vocational School

"Network Marketing" is one of the professional courses for the e-commerce major of the K Secondary Vocational School,which has strong applicability.However,the current network marketing courses are mainly based on theoretical teaching,and its teaching effect needs to be improved.Therefore,how to increase the attention of the K secondary vocational students to network marketing courses and stimulate students’ internal learning motivation is a problem that vocational and technical education researchers and professional teachers of e-commerce courses in the K secondary vocational schools urgently need to solve.ARCS is a motivation model composed of four elements: attention,relevance,self-confidence,and satisfaction.By stimulating students’ interest in learning,strengthening knowledge linking with reality,and then gaining confidence in teaching tasks,finally,students can achieve learning satisfaction.The thesis is based on the ARCS motivation model,combined with the secondary vocational network marketing curriculum,to explore a teaching model suitable for the learning motivation of K secondary vocational school network marketing students.First,understand the current teaching status of online marketing courses in K vocational school and analyze the teaching materials;conduct a questionnaire survey on the second-year e-commerce major of K vocational school to understand the learning situation of students in class and the teaching situation of teachers;use classroom observation and interview methods to record the specific teaching situation where the teacher motivates the students and summarizes the problems.It is mainly manifested in the difficulty of maintaining students ’ interest in learning,students ’ weak knowledge construction ability,lack of confidence in the learning process and low learning satisfaction.Then,according to their existing problems,selected specific teaching content for ARCS motivation strategy teaching design,and conduct teaching reflection and modification.Finally,after the practical teaching,horizontal and vertical analysis of the questionnaires issued by the students,with the help of SPSS and EXCEL statistical software,analyze the survey data before and after the application of ARCS motivation strategies,and conclude that the learning motivation of the students in this grade related the strategy,confidence strategy,and satisfaction strategy are all have improved conclusions.The research results show that the ARCS motivation model can help students learn the "Internet Marketing" course,increase their interest in learning,cultivate their ability to explore questions,strengthen their self-confidence,accumulate learning experience in tasks,and gain satisfaction in feedback.In addition,the ARCS motivation model can also help improve teachers’ teaching ability,increase teaching wisdom,create an active classroom atmosphere,and promote the harmonious development of teacher-student relations.