Paper 1: Exploration on the Reform of Graduation Design of Marketing Major in Higher Vocational Colleges
In recent years, employers not only put forward higher requirements for marketing talents in terms of professional knowledge, basic skills and comprehensive quality, but also paid more and more attention to their social practice ability.
Graduation design is the last practical link for higher vocational students to complete before graduation. It is not only a link to test the knowledge they have learned in the past three years, but also an important link to improve the comprehensive quality of higher vocational students.
It is of great significance to do a good job in graduation design of marketing major in higher vocational colleges, so that students can strengthen their theoretical knowledge, exercise their practical ability, improve their ability to summarize, summarize and analyze professional knowledge and cultivate their innovative ability by participating in graduation design practice teaching.
1 Problems in Graduation Design of Marketing Major in Higher Vocational Colleges
At present, there are many problems in the graduation design of marketing major in higher vocational colleges, mainly in the following aspects:
1. 1 Students' writing ability is poor and plagiarism is serious.
Higher vocational education emphasizes employment orientation and pays attention to cultivating students' professional skills. Many colleges and universities do not arrange practical writing courses in the syllabus and curriculum, even if they do, there are few class hours, and the teaching content is not closely related to students' majors. In addition, many students in higher vocational colleges have poor cultural foundation, weak writing ability, confused written expression, unclear central ideas, unsmooth sentences, frequent spelling mistakes and colloquialism.
Meanwhile, society pays more attention to students' English and computer skills. Students spend a lot of time and energy on textual research at school, but usually they don't pay enough attention to writing. When completing their graduation project, they often find it more difficult, and their writing quality is very poor.
Judging from the graduation thesis of marketing major in recent years, many students have not studied the writing skills and text expression of professional papers, and the structure of the articles is top-heavy, incomplete, unclear in level and confused in logic. The writing content is empty, unprofessional, repetitive, contradictory, outdated, colloquial, missing words, broken sentences, too long or too short sentences, improper use of words and so on.
Many students don't have the habit of reading professional articles and don't understand the meaning and function of abstracts and keywords. Even under the guidance of their tutors, they still can't express themselves well.
In terms of information collection and arrangement, most students do not like to go to the school library, but prefer to find online materials and professional books and textbooks they have read.
Nowadays, many online resources are similar, and students generally lack the skills to collect data, so they don't use different keywords to search, resulting in a large proportion of teaching materials and reference books in references, while a small proportion of academic papers related to thesis topics, which makes the materials collected by students with similar topics similar or even identical, which obviously violates the starting point of arranging graduation design.
1.2 The graduation design is not properly selected, and the theory and practice are not closely combined.
The first step of graduation design of marketing major in higher vocational colleges is to choose a topic, which is directly related to the quality of graduation thesis.
At present, many students majoring in marketing in higher vocational colleges are blind when choosing topics for graduation projects. They either choose the professional knowledge points they have learned in the textbook or choose the argument that can find the most references as the topic, but they don't think much about whether the topic is a hot topic at present, whether there is room for further discussion, whether they can put forward their own opinions and whether it has guiding significance for practical work.
Many topics are outdated and out of touch with the development of professional theory; Some topics are too big, based on the macro, and are simply not completed by higher vocational graduates; Some topics can't reflect professional characteristics.
This makes the papers written by students relatively dull, without features and highlights, and the quality of the papers is also poor.
In the process of writing, few students take the initiative to conduct practical research on the issues involved in the thesis.
Even if the tutor requires students to integrate theory with practice in writing content, and ask students to carry out research activities and organically combine with their own employment, some students will take advantage of the internet to collect some cases and data, or have a simple understanding of the respondents. The facts described are superficial, and few students will do more in-depth investigation and thinking about a certain industry, enterprise or a certain marketing phenomenon.
This makes the content of graduation thesis mainly theoretical, empty and boring, not closely linked with practical work, untrue and unconvincing arguments, unable to play a guiding role in practical work, and unable to improve students' ability of investigation, research and thinking.
The graduation design form of 1.3 is relatively simple.
Because marketing major is a typical liberal arts major, its graduation design can't let students design a product or complete a project like engineering major, and record the design ideas, design process and design results in writing. Therefore, most of the marketing majors in higher vocational colleges complete their graduation design in the form of writing graduation thesis.
This mode of operation puts forward higher requirements for the theoretical and academic level of higher vocational students, and the talent training goal of higher vocational colleges is to cultivate applied technical talents, and the deeper theoretical level is what higher vocational students lack. Therefore, when students finish their graduation thesis, they often lack original ideas on theory, and the quality of graduation design cannot be guaranteed.
2. Graduation design reform based on comprehensive skills training in schools
With the increasing demand for highly skilled talents in the market and the continuous development of marketing discipline, the original graduation design method of marketing majors in higher vocational colleges can no longer meet the needs of the new situation, let alone the future employment needs of students, and reform is imperative, even to the point where it is necessary to change. Therefore, we put forward the reform mode of graduation design based on the comprehensive skills training of schools.
2. 1 reform objectives
Taking improving students' professional ability as the main goal, and according to the needs of both imparting professional knowledge and cultivating professional ability, the comprehensive skills training and graduation project integration reform of marketing specialty in higher vocational colleges are carried out.
Combining with the requirements of marketing students' future professional posts, starting from the cultivation of their professional ability, employment and entrepreneurial ability, the traditional graduation design of liberal arts has no substantive content and no real feelings, and the graduation design is closely combined with the comprehensive skills training of the school, so that students can really gain insights from the training, improve their professional ability through phased training activities, and truly integrate graduation design with professional learning and practice.
2.2 Reform ideas
Through the integrated reform and exploration of comprehensive skills training and graduation project for marketing majors in higher vocational colleges, the combination of graduation project, practical training and skill upgrading will certainly help to improve students' professional ability.
Because through the comprehensive skills training of the school, students' practical ability can be greatly exercised and their mastery of professional skills can be further enhanced.
The integrated reform of graduation design and comprehensive skills training can not only improve students' ability to summarize and report on various training projects, but also change the problem that students' original papers are empty and have no connotation.
On the whole, it can cultivate and improve students' research ability, data collection and arrangement ability, language expression ability, thinking ability, induction and summary ability, writing expression ability, marketing activity ability, planning ability, interpersonal communication ability, social adaptability and many other aspects.
3 Specific measures
3. 1 Full implementation of tutorial system
Starting from June, 20 1 1, the pilot reform was started among students of grade 2009.
There are 6 teachers in marketing major in our college who participate in comprehensive skills training and graduation thesis guidance, accounting for 86% of the total number of teachers in this major, and each teacher is responsible for guiding 12 ~ 16 students on average.
The tutor aims at cultivating students' professional ability, employment and entrepreneurial ability, and focuses on comprehensive skills training in marketing and graduation design to guide students' professional learning activities in the fourth and fifth semesters.
At the same time, the tutor's guidance record is established, and the tutor is required to randomly check, inquire and pay attention to the progress of students' comprehensive marketing skills training and graduation project at any time.
3.2 Students are organized in the form of teams.
In the previous graduation project, each student was an individual, and each student completed the thesis by himself, and there was not much overlap between students.
After the reform, starting from the fourth semester, every four people are free to form a study group, and the tutor is determined by drawing lots, and one tutor is unified.
From the comprehensive skills training of marketing in the fourth semester to the graduation project in the fifth semester, all students participated in the training work together, helping each other and improving together when completing the graduation project. This practice has effectively cultivated students' team consciousness and cooperative spirit.
3.3 Graduation design has various forms, and the content is combined with students' practical achievements.
In order to change the single graduation design mode with graduation thesis as the main body, based on the results of comprehensive skills training in the fourth semester of Marketing College, we ask students to summarize their achievements, analyze the existing problems and put forward ideas for future related work in combination with the completed investigation report, advertising planning scheme, promotion scheme and product promotion scheme.
This practice breaks the single paper structure and closely combines theory with students' practical achievements.
4 the effectiveness of the reform
4. 1 Get good grades in graduation thesis.
227 students majoring in marketing in 2009, 20 10, 20 1 1 have successfully completed their graduation design and achieved good comprehensive results.
The excellent rate of graduation thesis in 2009 is 40.5%, 20 10 is 58.8%, and 20 1 1 is 4 1.5%. A total of four papers are excellent papers of junior college or above.
4.2 Effective combination of graduation design and comprehensive skills training in schools