A Study of Relationship between School Marketing Management and School Effectiveness in Taipei Elementary Schools

• Main Authors: Li-Chiu Chen, 陳麗秋
• Other Authors: Derrary Chang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/97815668287317647459

碩士 === 臺北市立教育大學 === 教育行政與評鑑研究所學校行政碩士學位班 === 97 === This study aims to investigate the present situation of school marketing management and school effectiveness of elementary schools in Taipei City. It also analyzes the relationship between the marketing management and the effectiveness of these schools. A research method was adopted in this study was questionnaire investigation. The questionnaires were distributed to 645 public elementary school teachers in Taipei. There are totally 556 valid samples used in this study. The data obtained was analyzed by using descriptive statistics, t-test, one-way ANOVA, Pearson’s product-moment correlation and multiple stepwise regression analysis. The conclusions drawn from the study were as follows: 1.The overall performance of public elementary schools on school marketing management attains a degree of excellence, and “customer relationship management” dimension ranks the highest. 2.The overall performance of public elementary schools on school effectiveness also reaches a degree of excellence, and “teachers’ professional effectiveness” dimension ranks the highest. 3.There are significant differences in terms of different position, size of school in school marketing management. Directors and schools under 12 classes get higher scores. 4.From teachers’ perspective to school marketing management, there are no significant differences in terms of sex, level of education, seniority of service, and school history in elementary schools. 5.In the aspect of school effectiveness, there are significant differences in prevalence based on the size of school. Teachers in schools between 25 to 48 and over 49 classes get higher scores. 6.There are no significant differences in terms of sex, level of education, seniority of service, position and school history in school effectiveness. 7.The school marketing management is positively correlated with the school effectiveness. 8.The school marketing management could positively predict the school effectiveness, especially in “product value management” dimension.