在市场营销专业当中,《消费者行为学》这门课程作为主干的课程,其拥有的突出的应用性以及跨学科性都对传统教学模式造成了巨大的影响。而相对的,引入情境教学模式之后,也为消费者行为学这门课的教学效果带来了显著的提升。本文将就此展开探究分析,立足于情境模拟教学实践经验,针对情景模拟的具体教学模式进行设计的分析,并深入探索,引出相关的建议。 Among the marketing majors, the “consumer behavior” course as the backbone of the course, its outstanding applicability and interdisciplinarity have had a tremendous impact on the traditional teaching model. In contrast, the introduction of situational teaching mode has also brought significant improvement to the teaching effect of consumer behavior course. Based on the practical experience of situational simulation teaching, this article will analyze and analyze the specific teaching mode of the scenario simulation and explore the relevant suggestions.