A Study of the Marketing Strategies of Service Industry to Market Private Technological University: A Case Study of STUST

• Main Authors: Yang Zua-han, 楊睿涵
• Other Authors: Lin Ji-siang
• Format: Others
• Language: en_US
• Published: 101
• Online Access: http://ndltd.ncl.edu.tw/handle/y89sym

碩士 === 南台科技大學 === 應用英語系 === 101 === The purposes of this research, taking STUST as an example, are to explore the current status of external marketing, internal marketing and interactive marketing efforts and also to analyze the perceptive difference in different backgrounds of staff of STUST. Based on the results of investigation, conclusions and recommendations have been generated, providing analytical design for higher education institutions and act as a reference for future research also. The study methods mainly applied the document analysis and the interview, combining with narrative methods and qualitative methods. It also summarized SWOT analysis, Triangular Marketing Strategies, and CORPS model as the framework of research analysis and questionnaire. By interviewing the staff involved in marketing school work, it could understand the process of strategy use. The conclusions of this study are as follows: 1. The current external marketing level of STUST is right in the middle level. 2. The current internal marketing strategies of STUST are: (1) The spirit of STUST was still the main idea of school operation. (2) It used the way of business management to make the plan for school development.(3) Continuing communication with staffs and the Board obtained their supports. 3. Client: The clients were not limited to students, but inclusive of industry, government, and academia area. 4. Service: (1) The educational goal was transited from the holistic education to the development of humanization, science and technology. (2) Industry-academy cooperation became the school’s development priorities. (3) The development of students became diversified.