| Summary: | 碩士 === 國立屏東教育大學 === 教育行政研究所 === 98 === A Study of the Cognition and Identification of School Marketing Strategy for High School Teachers and Students in Pingtung County
Abstract
The education system has seen growing challenges placed on the worldwide trend of internalization, globalization and liberalization. Traditional school administration and management should be equipped with much more prospection and adoption to adapt to a changing society and contemporary expectations. Teachers should also enrich their strategy for school marketing and fully comprehend how to convey school practice to the target group via various media, thus striving for exterior resources and enlarging student population. As a result, a further study of the cognition and identification of school marketing strategy for teachers would be of great help.
The researcher selected the three high school teachers and students in Pingtung County as subjects for the survey of school marketing strategy. The purposes of this research are as follows:
1. To probe the differences in the cognition of school marketing strategy by teachers
and students from different backgrounds.
2. To understand the differences in identifying the school marketing strategy and its
operation by teachers and students from different backgrounds.
3. To probe the differences in recognizing the predicaments of the operation of school
marketing strategy by teachers and students from different background variants.
4. To integrate the results and propose substantial suggestions for educational
administrations, the three high schools in Pingtung County, and further researches.
The method to carry out this study was to use a survey to collect data within 141 valid questionnaires which retrieved 155 from 273 copies issued to teachers, and within 244 valid questionnaires which retrieved 264 from 273 copies issued to students. The research design included average and standard deviation, one-way ANOVA, t-test, Pearson’s production-moment correlation and multiple stepwise regressions. Findings of data analysis are as follows:
1. In Pingtung County, teachers from three high schools, while positively recognizing
school marketing strategy, identified the most with the aspect of “product strategy.”
Students, on the other hand, identified the most with the aspect of “price strategy.”
2. The extent of recognizing school marketing strategy can be significantly altered by
teachers’ academic degrees and positions.
3. The extent of recognizing school marketing strategy can be significantly altered by
students of different grades.
4. Most high school teachers and students highly recognized the practice of school
marketing strategy.
5. High school teachers and students under-evaluated the current development of school
marketing strategy, observing that there were some predicaments to be overcome.
6. Of all the predicaments faced by high school teachers, the lack of units and
personnel exclusively charged with school marketing and the tedious burden of
school administrative tasks counted the most. Next would be the lack of rewarding
to encourage teachers to participate in school marketing and the lack of funds and
equipments to cultivate this strategy.
These results revealed that, in the three high schools in Pingtung County, the teachers and students’cognition and identification of marketing strategy were above the average, and most teachers considered their own expertise on marketing as also above the mid-level. However, to pursue higher efficacy of school marketing, we hope to enhance teachers’ proficiency overall by taking advantage of their time for further studies, holding courses concerning school marketing, and inviting experts and scholars on this aspect to make a speech or colleagues with successful experiences to share with one another. Establishing the concept of school marketing from both theoretical and practical dimensions, we can therefore strengthen teachers’ capabilities of the strategy.
Key words: school marketing, marketing strategy, marketing identification.
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