关键词:  , 市场营销学；课程思政；情感教学

Abstract: Taking a Marketing course from a university in Beijing as an example,this study explored how to utilize emotional teaching methods and through which emotional teaching pathways to achieve specific emotional teaching objectives. A research model for emotional teaching pathways and objectives is constructed, and through analyzing data collected through questionnaire surveys by SPSS, the model is validated. The research shows that in different teaching stages, emotional teaching activities carried out by teachers with both online and offline methods can strengthen students’ emotional accumulation, emotional generation, emotional expression and emotional continuation. This approach not only achieves the emotional objectives of elevating the pleasure level, sentiment level, and affection level, but also deepens the perception of both professional knowledge and ideological knowledge, thereby imposing a far-reaching influence on the construction of students’ worldviews and value systems.

Key words:  marketing, curriculum ideology and politics, emotional teaching