| Summary: | 碩士 === 國立中正大學 === 成人及繼續教育所 === 94 === The research took the students who attending in 2002-2004 Adult and Continuing Education (ACE) graduate school as the samples, the aim was to understand the motivations, needs and decision factors of attending ACE’s participants. There were three purposes of this research: To explore the motivations of participating ACE graduate school’s students, to explore the factors that effected the decisions of choosing to ACE graduate school. According to the results of study, the researcher proposed concrete conclusions and suggestions and offered information to design marketing programs for ACE graduate school. For the purpose of the study, the research used case study, and main data was collected by using semi-structured interview of qualitative research. According to the data analysis and the findings, they were organized into conclusions, just as following:
1. Participants’ ages tend to be lower, and their learning backgrounds were various.
2. External reasons were greater than internal needs.
3. The best ways to collect ACE graduate school’s information were internet and conferences.
4. Main factors of choosing schools were teachers, school’s location and its’ prestige.
5. The key period of register ACE graduate school was six months before the test.
6. Actual feeling after register test could be divided into person and institution.
7. The institution should be augmented owned page’s information and functions.
8. Extended courses about educational technology and operation.
9. Exposed ACE graduate school by using all kinds of promotional tools.
According to conclusions, the study proposed suggestions for National Chung Cheng University’s ACE graduate school and future research as following:
1. The suggestions for National Chung Cheng University’s ACE graduate school
(1) Expand phases of external marketing’s consumers and augment internal marketing of staff.
(2) Maintain advantages of National Chung Cheng University’s ACE graduate school.
(3) Build cooperative relationships between related institutions and graduate schools.
(4) Broaden network’s information and functions.
(5) Continue to exhibit products’ promotive activities.
(6) Expand ways to obtain ACE graduate school’s information.
(7) Send out ACE graduate school’s information and enrolling bills to counseling centers at every school actively.
(8) Hold on marketing’s timing and proceed staged marketing.
2. The suggestions for future research
(1)For the samples: the range of research could be expanded to general students of internal three ACE graduate schools.
(2)For the method of research: it is adopted with questionnaire survey.
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