產業實務之課程介入對提升農學學生行銷技能之效果評估

Effects of Learning Performance for Marketing Empirical Skills by Incorporating Industrial Practice for Agriculture College Students

黃麗君(Li-Chun Huang) ； 陳俐君(Li-Chun Chen) ； 詹一心(Yi-Hsin Chan)

《台灣農學會報》 17卷1期 (2016/03) Pp. 52-75

https://doi.org/10.6730/JAAT.201603_17(1).0003

摘要

隨著產業結構的改變，在農業人才的培育上，除傳統的生產技能之外，也需要融入更多的商業教育課程，以因應我國新農業型態的人力需求。然而，我國高等教育的人才培訓，一直存在學能與職能脫節的現象。過去的研究結果亦顯示，我國大專院校的商業教育比較偏向理論教育，實務技能的傳承較為缺乏。為落實實務教學與商業教育對當代農業教育之重要性，本研究以提升農學院大學部學生行銷學課程之實務專業能力為目標，冀望透過業界專業經理人對課程的參與，導入實務經驗與實務問題解決之模擬訓練，以提升農學院學生行銷實務能力之養成。具體研究目的為探討產業實務課程的介入對農業領域學生行銷學學習成效之影響，包括：1)對學生行銷學學習興趣之提升效果；2)對學生行銷學實務技能學習績效之影響；3)對提升農學領域學生農產品行銷創新能力之影響。研究中的實務專業經理人對課程的介入方式包括產業實務經驗分享、產地參訪、實務問題解決之演練。本文並對產業實務的課程介入設計與對學生的行銷實務技能學習效果之影響進行深入討論，相關研究結果有助於農業人才培訓之課程設計與學習成效。

關鍵字

農業教育 ； 農業人力發展 ； 教學創新 ； 行銷學

並列摘要

With the changes in industry infrastructure, in addition to the traditional skills in agricultural production, there is now more commercial education needed for human resources in the agriculture industry to satisfy the need for developing more modern agriculture. However, one problem with our college education system is that academic education does not conform to the needs of industry in many cases. For example, previous studies have shown that college business courses are now very academically oriented. Due to the importance of empirical training and commercial education for modern agriculture education, this study intends to increase learning efficiency for students in agricultural college for marketing empirical skill education, doing so through input by tutors from industry. This study investigates the influences derived from the intervention of these industry tutors for the learning efficiency of college students majoring in agriculture. These influences include three areas: learning intentions, marketing empirical skills, and creativity in marketing. The means to incorporate tutors from industry in this study includes the sharing of industry experience, visits to businesses, and problem-solving exercises. This study also provides a systematic discussion on the design of course intervention by industry tutors and the relative influences on learning efficiency for the students' learning of marketing empirical skills. The research findings are valuable for course design in the education of our agricultural workforce.

並列關鍵字

agricultural education ； agricultural human resource development ； teaching innovation ； marketing