随着市场经济的发展,企业迫切需要大批既懂市场营销理论,又具备职业能力的市场营销人才。然而,目前大部分的本科院校在市场营销课教学中依然秉持着学术型人才的培养方案,教学过程中对学生职业能力培养方面所花费的时间较少,并且方式比较单一,本文在应用本科转型改革的大时代背景下针对市场营销专业课程体系建设如何与职业标准对接进行了探索。 With the development of market economy, enterprises urgently need a large number of marketing personnel who have both marketing theory and professional ability. However, at present, most of the undergraduate colleges and universities still hold the training program of academic talent in the teaching of marketing course, and they spend less time on the training of students’ occupational ability during the teaching process, and in a relatively simple way, Under the background of the transitional reform, how to establish the professional course system of marketing majors with the professional standards has been explored.