不少高职院校的老师教学中没有充分考虑到高职学生的非智力因素,例如兴趣特点和能力结构,造成老师上课吃力,学生对学习没兴趣的现象。从培养技能型高职学生的角度,教师应该针对高职学生特点,采取有效的教学方法。本文以《市场营销》课程中“目标市场营销战略”理论内容的讲解为例,探索有效的教学实践。 Many teachers in higher vocational colleges did not fully consider the non-intelligence factors of higher vocational students, such as their interest characteristics and ability structure, resulting in teachers ’difficulty in classwork and students’ lack of interest in learning. From the perspective of cultivating skilled vocational students, teachers should adopt effective teaching methods according to the characteristics of higher vocational students. In this paper, the course of “marketing” in the “target marketing strategy ” theory as an example to explore effective teaching practice.