The effects of internal marketing strategies on school effectiveness

• Main Authors: Chia-Chuan Tseng, 曾嘉權
• Other Authors: Jin-Li Su
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/38922909560384575990

碩士 === 國立新竹教育大學 === 人資處學校行政碩士班 === 95 === The study aimed to investigate the status quo and the effects of developing the internal marketing strategies on school effectiveness of elementary schools in Taoyuan, Hsinchu and Miaoli areas. Questionnaires and Interviews were conducted in this study. The subjects were elementary school teachers in Taoyuan, Hsinchu and Miaoli area.111 elementary schools were chosen by random sampling. 860 questionnaires were sent and 613 were retrieved. 584 among the latter were efficient. Therefore 67.91% of the questionnaires were valid. The data of the survey were analyzed by SPSS program including average, standard deviation, percentage, t-test, one way ANOVA, Pearson product-moment correlation, and multiple-stepwise regression. Then according to the results of statistics, the study framed Interview outlines through which interviewed 8 teachers in order to complement to the quantitative data. Based on the outcomes of questionnaires and interviews, main conclusions were summarized as follows: 1. The internal marketing strategies of elementary schools in Taoyuan, Hsinchu and Miaoli areas are developed well, especially in strategies of excellent environments. 2. The school effectiveness of elementary schools in Taoyuan, Hsinchu and Miaoli areas are developed well, especially in teachers’ professional effectiveness in that teachers accept principle’s education beliefs and leadership skills. 3. Among different background variables, teachers who are male, over 51-year-old, with over 26-year teaching experience and teaching director position and work in schools whose scale are under 12 classes in remote areas of Hsinchu county have higher awareness of internal marketing strategies of school than that of other groups obviously. 4. Among different background variables, teachers who are male, over 51-year-old, with over 26-year teaching experience and teaching director position and work in schools whose scale are under 12 classes in remote areas have higher awareness of school effectiveness than that of other groups obviously. 5. From every aspect, the positive correlations are shown between the applications of internal marketing strategies and the advance of school effectiveness in the elementary school. In other words, the more excellent the performance of internal strategies of school, the better the school effectiveness will be. 6. Internal marketing strategies can positively predict “whole school effectiveness”. The results indicate that 75.5 % of the variance in “whole school effectiveness” can be attributed to the variance of those four combined predictor variables among which the “excellent environment” strategy is highest. According to the results, the study provided some suggestions for educational administration organization, school administrations, elementary school teachers and teacher cultivating institutions and the further studies to conduct internal marketing strategies to promote school effectiveness in the future.