基于PBL教学法的新媒体营销实务课程体系构建与实践应用
Building and Practical Application of the Curriculum System for New Media Marketing Practice Based on PBL Teaching Method

高职类农林院校开设《新媒体营销实务》课程，旨在培养学生利用新媒体进行农业宣传推广的能力。纵观现有的教学体系发现，构建标准不一致，偏重于知识传授，忽略了学生在农业领域的新媒体营销技能的培养。本文基于建构主义学习理论，以新媒体内容呈现形式为标准，重构课程的教学体系，引入中小农业企业需求构建教学情境，采用PBL教学法进行教学设计和实施。对比学生成绩发现，采用PBL教学法对重构后的内容进行教学实践，能够调动学生学习的主动性，取得了显著的教学效果。
Higher vocational agricultural and forestry colleges offer the course “Practical New Media Marketing” with the aim of cultivating students’ ability to conduct agricultural publicity and promotion through new media. Looking at the existing teaching system, the construction standards are inconsistent, with an emphasis on knowledge imparting while neglecting the cultivation of students’ new media marketing skills in the agricultural field. Based on the constructivist learning theory, this paper reconstructs the teaching system of the course by taking the presentation form of new media content as the standard, introduces the demands of small and medium-sized agricultural enterprises to construct the teaching situation, and adopts the PBL teaching method for teaching design and implementation. By comparing students’ grades, it is found that using the PBL teaching method for teaching practice on the reconstructed content can mobilize students’ initiative in learning and achieve remarkable teaching effects.