A Study on the Perception and the Application of the School Marketing Strategies

• Main Authors: Shui-chien Hsieh, 謝水乾
• Other Authors: Tsong-guey Kuo
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/79943363427150866569

碩士 === 國立臺南大學 === 國民教育研究所教育行政碩士班 === 91 === A Study on the Perception and the Application of the School Marketing Strategies for the Educators at Primary Schools in Tainan County and Tainan City Advisor: Dr. Kuo,Tsong-guey Student: Hsieh,Shui-chien Abstract The purpose of this study was to explore the marketing system and status, the perception and the instance of application of marketing strategies, the sequence and obstruction of promoting for the educators at primary schools. The methods employed were questionnaire survey, interview, and case study. The subjects of this study were 734 primary school staffs including principals, chiefs, and teachers in Tainan County and Tainan City, as well as 118 school staffs and parents in Pao-tung Primary School, Tainan County. Collected by using Shu-wang She’s questionnaire, self-made interview questions and questionnaire, the data were analyzed by the following statistical methods: frequency distribution, weighted mean, sort, t-test, One-way ANOVA and Scheffe’ method. The analysis of the data revealed the following main conclusions. The first part of conclusions was discussed in terms of questionnaire and interview. 1. The marketing units were not mostly established for promoting marketing activities at primary schools. 2. The educators at primary schools were very much divided in opinion toward establishing marketing organization. 3. The main functions of marketing in schools were increasing the level of satisfaction for school education quality from students, parents and communities, and enhancing the understanding and support to school from communities. 4. The main objects of school marketing were parents, communities, students, and teachers or teacher’s organization. 5. The schools holding the marketing activities most often were holding discussion meeting for parents and teachers, and communicating with parents by use of contact handbook. 6. The perception and response to the application of marketing strategies were significantly well. 7. The principals, the more job experienced and educators aged more than 51 years were more actively engaged in applications of marketing strategies. 8. Educators who got master degrees owned the best perception of product strategies. 9. The larger schools had an advantage on the perception of appearance strategies, the application of promotion and appearance strategies, but the smaller schools were smoothly on the application of the program, product and place strategies. Likewise, while schools in counties flowed the process of product and place strategies more smoothly, schools in cities excelled in progressing the promotion appearance and strategies. 10. The main factors of successful marketing were principals’ and staffs’ strong support, increasing the colleagues’ marketing perception, and well-organized marketing systems in the school. On the other hand, the application of marketing was obstructed by the administration trifles, lack of marketing organization, limited personnel, time and equipment at primary schools. The other part of conclusions was made in terms of case study. 1. The schools holding the marketing activities most often did not guarantee the best marketing effects. 2. Appropriate marketing strategies could facilitate parents’ participation, win parents’ identification and support. 3. Efficient marketing strategies could strengthen school integration and effectiveness, and got more opportunities to use community resource. Finally, according to the above conclusions, this study offered the following suggestions: For educational administration authority: 1. Enlarge the personnel and establish marketing units to promote marketing. 2. Hold the more conferences and enhance marketing perception to get more understanding and support. 3. Make the marketing budget and improve the marketing effects to attain the purpose of education. For school authority: 1. The principals and administrators should promote the marketing positively. 2. Encourage teachers to go further study and broaden professional knowledge. 3. Make use of the opportunity of reorganization for establishing marketing units, and making systematic marketing proposals and strategies. 4. Hold appropriate marketing activities depending on the school external environment and internal condition. Keywords: Primary Schools, Educators, School Marketing, Education Marketing, Marketing Strategies