CAJ | 학술논문

营销策划是一门专业技能深化的课程，应该把握“道与术”的结合。本文总结出营销策划的六个发展阶段，提出营销策划课程以“三道”、“四力”、“五技”为主要内容的建设思路，指出专业技能的双维度深化与课程内容的三层架构，总结了营销策划的实践教学过程中“教、叫、交”三个进程，即思辨分析、完成课业、设计方案。
영소책화시일문전업기능심화적과정，응해파악“도여술”적결합。본문총결출영소책화적륙개발전계단，제출영소책화과정이“삼도”、“사력”、“오기”위주요내용적건설사로，지출전업기능적쌍유도심화여과정내용적삼층가구，총결료영소책화적실천교학과정중“교、규、교”삼개진정，즉사변분석、완성과업、설계방안。
The course of Marketing Planning aims to deepen students' professional skills. In teaching this course it is important to focus on both principles and methods. This paper summarizes the six stages of marketing planning and suggests that the main content of the course rest with "Three Principles ", "Four Strengths" and "Five Techniques". For the teaching approach, the paper emphasizes that the students should develop the ability of speculative analysis, complete assignments and engage in designing of marketing plans.