医药院校与非医药院校市场营销专业发展状况比较研究-中国药事.PDF

150 中国药事 2016 年 2 月 第 30 卷 第 2 期 ·药事教育· 医药院校与非医药院校市场营销专业发展状况比 较研究 王淑玲，郝丽盼，杨盼霞 （沈阳药科大学工商管理学院，沈阳 110016） 摘要 目的： 分析 9 所医药院校与 42 所 211 非医药院校的市场营销专业招生规模、课程设置、培养目标、 就业领域特征等专业建设信息，尝试找出医药类院校专业建设中存在的差距与问题，并针对问题提出相 应建议和方案。方法 : 通过市场调研、文献检索和对比分析等方法，找出医药院校相比非医药院校市场 结果： 营销专业的差距。 42 所 211 非医药类院校的市场营销专业，具有理论课程体系完整、专业定位宽泛、 就业领域广阔等特点；而 9 所医药类院校的市场营销专业，具有依托医药行业就业、课程结构有待完善、 专业特色不突出等问题。结论：人才培养目标的确定要与社会人才需求相匹配，课程体系建设要医药、 营销两者结合，教师实践与学生实践结合，并融合医药特色课程。 关键词： 医药产业；人才培养；市场营销专业；课程体系；专业特色；医药院校；非医药院校 中图分类号：R95 文献标识码：A 文章编号： 1002-7777(2016)02-0150-09 doi:10.16153/j.1002-7777.2016.02.011 Comparative Study on Development of Marketing Major between Medical Colleges and Non-medical Universities Wang Shuling, Hao Lipan, Yang Panxia (School of Business Administration, Shenyang Pharmaceutical University, Shenyang 110016, China) Abstract Objective: To analyze the enrollment scale, course setting, training target and the characteristics of employment field and so on of 9 medical colleges and 42 non-medical universities in 211-Projects, try to find the gaps and problems of specialty construction in medical colleges, and put forward the corresponding suggestions. Methods: By methods of market research, literature research and comparative analysis, the gap in marketing major between medical colleges and non-medical universities was found. Results: 42 non-medical universities in 211-Projects were characterized by the complete curriculum system, wide professional orientation, and extensive employment prospect, while 9 medical colleges had problems in the marketing major, including dependence on pharmaceutical industry for employment, imperfect curriculum structure, and indistinctive specialty. Conclusion: Objectives of personnel training should be determined by the needs of community. Curriculum should be designed with integration of medicine and marketing. Practi