Analysis of Problems and Countermeasures in Bilingual Teaching of Marketing Specialty

Abstract

In the context of economic globalization, cultivating students’ cross-cultural marketing ability is becoming more and more important; The implementation of bilingual teaching is an important way to cultivate and enhance this ability. In recent years, the rapid development of cross-border e-commerce and free trade zones has greatly increased the demand for bilingual marketing talents, which has promoted the rapid development of bilingual teaching of marketing specialty. From the perspective of international talent training, there are some problems in bilingual teaching of marketing specialty in Colleges and universities, such as textbook selection, teacher construction, students’ English level, teaching quality, curriculum incentive and so on. Based on the author’s five-year bilingual teaching experience of marketing specialty and the goal of international talent training, the bilingual teaching of marketing specialty can be improved from the following aspects: practicing the international educational concept.