Pathways of Establishment of Marketing Management Specialty in Higher Vocational Schools Based on "School-enterprise Coordination"——The Case of Marketing Management Specialty of Shenzhen Vocational and Technical College

Some problems exist in the establishment of marketing management specialty,such as the insufficient depth and long-term mechanism of school-enterprise coordination,the failure of teachers in applying their knowledge relating to industries and enterprises into classroom teaching,and and the weak software and hardware environment for teaching practice.Thus,it is necessary to innovate the pathways of establishing marketing management specialty jointly by schools and enterprises: relying on industries and enterprises to form the school-enterprise benign interaction school-running mode;establishing the trinity practical teaching system;developing the school-enterprise cooperation practical training courses;cultivating students' practical abilities based on horizontal projects.For achieving the goal of schools and enterprises to jointly establishing the marketing management specialty,it is necessary to model the features of specialty,overcome the disadvantages of establishment of practical training room,and improve the level of text development and teaching staff.