| Summary: | 碩士 === 國立中山大學 === 教育研究所 === 94 === Be a competent marketer--
The study of the marketing program for Kaohsiung Hsin-Hsing Community University
Abstract
In this study, the marketing action executed by Kaohsiung Hsin-Hsing Community University was investigated through questionnaire survey and interviews. The perceived importance and satisfaction of students were also explored. After that, the concrete and feasible marketing program was brought up for Hsin-Hsing community university’s reference.
The study is comprised of two parts. The first part is the questionnaire survey of “The perceived importance and satisfaction of marketing action” for the students in Hsin-Hsing community university. The questions contain four dimensions “the course planning and charge of fees”, “the faculty structure and teaching”, “the location and equipment facilities”, and “the advertisement and service”. The second step is to interview in depth based on the result of the questionnaire survey, and to realize the general situation of Hsin-Hsing community university.
The results were divided into the questionnaire survey and interviews. In questionnaire survey, the students thinks the university having “reasonable fees”, “experienced faculty”, “comfortable learning environment”, and “well trained administrative staff” was very important, and were not satisfied with ”using the resource of community to assist teaching” and “The advertisement of alliance between the school and community”. In the interviewing part, the product strategy was emphasized on giving consideration to fuse the ideal of community university and the requirements of students at the same time. Secondly, the charge strategy should obey the law of the government, and the faculty strategy should be emphasized on the teaching quality. Finally, the channel strategy and the program should be diversified.
Key words: community university, marketing program, case study
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