以職能評估探討行銷管理教育之內涵

Exploring the Content of Marketing Management Education with Professional Competence

顏如妙(Ju-Miao Yen) ； 盧慶樺(Ching-Hua Lu)

《兩岸職業教育論叢》 3卷1期 (2019/10) Pp. 35-43

https://doi.org/10.6685/ASVEJ.201910_3(1).0004

摘要

面對新時代的挑戰，台灣社會與經濟，此時此刻正面臨關鍵轉型期，而如何充分利用及發揮創新行銷的能力將會是重點項目，因此，作為培育行銷專業人才的行銷管理教育也勢必將因應環境趨勢而有所轉變與突破。審視過往，台灣傳統行銷管理教育多數承襲美國管理教育的施行方式，著重基礎理論、個案檢視與數據分析等面向的培育與訓練，然而隨著科技、人文等各項環境條件的轉變，如何形塑出同時具備全球視野與在地特色之行銷管理教材與教學模式，成為刻不容緩的議題，而以「實用教學型大學」為發展特色的大學，在行銷管理教育上，亦須務實面對此刻所面臨的學用落差問題加以探討，並提出確實可行的調整計畫。本研究主要是以【掌握重點行銷人培方向】為主軸，針對服務業所需之行銷人才之能力與特色，透過與國內知名品牌行銷主管訪談建立標竿個案，以及服務業行銷中高階主管AHP問卷調查等方式，瞭解實務業界對行銷教育之職能評估，以及掌握未來行銷人才培育之方向與重點。

關鍵字

行銷管理教育 ； 職能評估 ； 人才培育模式

並列摘要

Faced with the challenges of the new era, Taiwan society and the economy, is facing a critical moment in transition, and how to take full advantage of the ability to play and innovative marketing will be the focus of the project, so as to cultivate marketing professionals in marketing management education is also bound It will vary in response to environmental trends change and breakthrough. Look at the past, most of the traditional marketing management education in Taiwan inherited the purposes of the American way of management education, focusing on the cultivation and training of basic theory, case review and data analysis-oriented, but with changes in technology, humanities and other environmental conditions, how to shape along with a global perspective in marketing and management of textbooks and teaching mode characteristics of the ground, become a pressing issue, and to ＂practical teaching university＂ for the practice of university development characteristics in marketing management education must also pragmatically face at the moment problems with learning gap to be discussed, and indeed feasible to adjust the plan. The main purpose of this study is to mastering the focus of people training orientation: capacity and features for marketing talent of the desired services, and through interviews with well-known brand marketing executives to establish a benchmark case, and services marketing executives in AHP questionnaires and learn the industry practice of marketing science education gap with perspective and grasp the future direction of nurturing talent and marketing focus.

並列關鍵字

Marketing Management Education ； Professional Competence ； Cultivation of Talent