A Study on the Strategic Marketing Literacy of University Presidents

• Main Authors: Chin-wen Liao, 廖卿玟
• Other Authors: Shueh-chin Ting
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/02853308539073736522

碩士 === 國立臺南大學 === 教育經營與管理研究所碩士班 === 101 === Under the trend of low birth rate and prevalence of higher education, colleges and universities are facing the difficulty of student enrolment. Therefore, strategic marketing becomes important in managing a university. In addition, the university president is the leader of the university. Accordingly, this study aims to understand the current status of university presidents’ strategic marketing literacy, resulting university problems if they lack strategic marketing literacy, and methods of enhancing the strategic marketing literacy of university presidents. The researcher interviewed six university presidents, six administrative personnel, and six experts in the field of school marketing. The data were analyzed by qualitative research method. The main findings are as follows: (1) With respect to the strategic marketing literacy of university presidents, by interviews with university presidents, this study found that all university presidents have the concept of university strength and weakness and marketing mix analysis. The majority of university presidents have the concepts of target market, school positioning, and specific methods. The slightly insufficient concepts are school mission and objective, school culture, competition (competitor), the analysis of external factors, such as social, political, technological, economic, and environmental factors, and evaluation of effectiveness. None of the university presidents have mentioned the following five concepts: serving the public, setting marketing mission and objective, organization design, implemental strategy, and evaluation of effectiveness. By interviews with administrative personnel and marketing experts, this study found that most administrative personnel and marketing experts agree that university presidents have the basic marketing concept. Administrative personnel have polarized views on whether university presidents have a comprehensive concept of school’s marketing strategy; most marketing experts agree that university presidents have a comprehensive concept of school’s marketing strategy. Most administrative personnel agree that university presidents have a long-term school marketing strategy; most marketing experts hold a conservative view on whether university presidents have a long-term school marketing strategy. (2) As to issues incurred by university presidents’ inadequate strategic marketing literacy, this research found that university presidents’ strategic marketing literacy can affect the success or failure of school operations; university presidents’ strategy marketing literacy would affect the advancement of school affairs; university presidents can use strategic marketing to enhance a school’s competitiveness. (3) This research proposed the following specific methods to improve university presidents’ strategic marketing literacy: university presidents can emulate and learn from each other to enhance marketing knowledge; university presidents can increase their marketing knowledge through self-study; university presidents should have the ability to seek the right person for the right job, and should have an administrative team with marketing specialties; universities can organize marketing-related course for university presidents and administrative teams; university presidents should maintain sensitivity to observe and realize changes of the outside environment. Finally, suggestions are offered as references for university presidents, educational authorities, and future researchers.