Integrated Marketing Strategies for Featured School：The Case of Changhua County Siang Tain Elementary School

• Main Authors: CHEN, MENG-HAO, 陳孟好
• Other Authors: TSOU, HUNG-TAI
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/53nr2z

碩士 === 明道大學 === 企業高階管理碩士班 === 103 === In recent years, because of the phenomenon of low birth rate, resulting in reduced number of students, the school is facing crisis of the number of student reduction, cutting down the number of class, and merging the school each other. Accordingly, to response the impacts of these series crisis, every school actively to develop feature coursesand to show the unique nature, in turn attain sustainable administrationgoals. In addition to make good use of advantages for school to developfeatures, school should implement appropriate marketing strategies to promote themselves that get public recognition and identity, in turn to create the benefits of the school. Therefore, this study uses "integration marketing strategiesof features school" as the research theme.By case study to explore the school's marketing strategies. This study uses the qualitative research and semi-structured interviews and investigates case’s operating characteristics. Further, this studyuses SWOT, STP, and 5P tools to investigate the cases of schools that facing internal and external environment stress factors and understandshow the school applies marketing strategies in present. Finally, according to the results, the case school could be a valuable reference when others would like to develop marketing strategiesin the future, and/or apply to other schools’ marketing strategies.The interviewees in the study include: school’s principal and directors. Based on the findings, the case uses seven tools of integrated marketing strategies, namely: 1.advertising marketing; 2.sales promotion; 3.public relation; 4.personal selling; 5.direct marketing; 6. event marketing; and 7.experiential marketing. We know each marketing tools has their marketing effectiveness, nevertheless, this study integrated seven marketing toolsthat can be used for other schools for making superior marketing strategies.Finally, according to findings, this study provides managerial implications for schooland other follow-up study, and also put forward suggestions for future study. Keywords: featured school, integrated marketing strategy, SWOT, STP, 5P