Marketing Strategies of Taipei Private Junior High Schools and Affected Factors of Parent’s School Selection

• Main Authors: Yi-Ching Huang, 黃依晴
• Other Authors: Kirby C. Yung
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/27727931732856430689

碩士 === 淡江大學 === 教育政策與領導研究所碩士班 === 97 === The purpose of this study was to investigate the marketing strategies used by private junior high schools in Taipei City and the factors which affected parent’s school selection. A semi-structured interview was used to collect needed data. This study selected administrators and parents of seven-grade student from four private junior high schools in Taipei City as interview subjects. One administrator and two parents from each school were selected and participated in this study. The major conclusions of this study were summarized as follows: A. The current situation of marketing in private junior high schools Most of administrative staff had the sense of marketing which focused on parents and students as their target population. However, schools generally did not establish an engrossed marketing office. B. The intension and implementation of marketing strategies in private junior high schools Private junior high schools used mass media to publicize special characters, such as, the design of the courses, the growth of teacher’s professional knowledge and skills and the supply of after-school counseling and extra curriculum, of their own schools. Besides, through all kinds of community services and activities, schools were able to increase recognition in the community. Standard tuition was decided by Department of Education, however, additional charge maybe applied based on school’s special educational features. C. Affected Factors of Parent’s School Selection Parents made their school selecting decision for their children based on curriculum plans and school’s senior high school enrolment rate. Moreover, the specialty and reputation of a junior high school also affected parent’s decision making of school selection. Besides, parents paid more attention to teacher’s professional competence and the characteristics of role model. Parents learned more about school by joining school’s community activities. Furthermore, parents cared about if it’s contributed equally in terms of how much their children learn and how much they pay for. D. The differences between school administrative staff’s and parent’s point of view regarding marketing strategies The difference between school administrative staff’s and parent’s opinions regarding marketing strategies was not enormous. In product strategy, both administrative staff and parents valued the development of schools’ featured courses, senior high school enrolment rate, and moral education. In pricing strategy, parents were satisfied with after-school counseling and extra curriculum that were provided by school. In promotion strategy, parents cared about school’s interaction with communities but administrative staff cared more about international exchange programs. In personnel strategy, parents paid more attention teacher’s characteristics of role model when administrative staff cared more about teacher’s professional development.