Marketing Strategies for Domestic Higher Education toward Internationalization

• Main Authors: May Hong, 洪梅菁
• Other Authors: Chen chin-yeu
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/85042136431097639913

碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 95 === Developing a knowledge-based economy has become one of the important directions for enhancing core competence for a country in the future, and the foundation of knowledge economy is the country’s higher education quality. Hence, how to increase the degree of internationalization for university has been a very critical issue in higher education for all countries. The current study conducted a questionnaire survey to make a profile for the status of internationalization in higher education in Taiwan, and investigated the relationships between the implementation of marketing strategies and the level of internationalization among different types of colleges. This study aimed for 148 colleges and universities in Taiwan, and the target interviewees were principals, executives, and senior teachers. To explore the status of internationalization in higher education and analyze the correlations between marketing strategies and internationalization, the study examined the results methods, ANOVA, Pearson product-moment correlation, Chi-square analysis, and cluster analysis. Besides, the differences of university attributes are also taken into consideration when making the analysis of comparison. After completing the analysis, the study obtained the following important findings: First, most executives in universities or colleges have the concept of internationalization marketing and hereby being able to guide and assist students to achieve the organizational objective. However, the activities for promoting internationalization did not work well due to the fact that most teachers should concentrate on the efforts on teaching tasks and might lack the internationalization perception. Secondly, the degrees of internationalization for public universities who are granted by government tend to be higher than the private ones due to the budget problem. The third conclusion is that the types and the scales of universities may influence the implementation of marketing strategies and the degree of internationalization. The applications of marketing strategies to internationalization for public schools seem to be more active than that of private ones, and the bigger the scale of university, the higher the level of internationalization. Moreover, among the marketing mix of internationalization strategies, human strategy adopted by universities seems to be most valued and effective while the price strategy is less attractive. This indicates that the education policy right now has been stepping toward internalization but still not reached the global standard.