| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系 === 100 === ABSTRACT
This study investigated the status quo and importance of innovative management and school marketing in the elementary schools of Changhua County. It aimed to analyze how educational practitioners of various backgrounds perceived differently the importance of innovative management and school marketing.
The research instrument was a self-designed questionnaire titled as “The status quo of innovative management and school marketing in the elementary schools of Changhua County.” The sample was drawn from the population of principals and teachers in the public elementary schools of Changhua County. The researcher issued a total of 399 questionnaires and received 361 valid ones. The return rate reached 90.47%. For the data analyses, t-tests and one-way ANOVA were used to generate means, standard deviations, and other statistical results.
Ten key results were concluded from the survey results.
(1) The status quo of innovative management in the elementary schools of Changhua County reached a “medium degree” with the highest mean score falling in “innovation in curriculum teaching.”
(2) The importance of innovative management reached a “high degree” with the largest mean score occurring in “innovation in curriculum teaching.”
(3) The status quo of school marketing reached a “high degree” with “external marketing” having the highest mean score.
(4) The importance of school marketing reached a “high degree” with “interactive marketing” having the largest mean score.
(5) Teachers’ awareness of the importance for innovative management differed because of their educational degrees and job positions in the elementary schools of Changhua County.
(6) Teachers’ awareness of the importance of school marketing differed because of their job positions and different gender in the elementary schools of Changhua County.
(7) Principals and teachers with a master’s degree or above (including the degree obtained through 40-credit programs) had greater awareness of the importance of innovative management in the elementary schools of Changhua County.
(8) Principals and male teachers had higher awareness of the importance of school marketing in the elementary schools of Changhua County.
(9) A moderate, positive correlation was found between the status quo of innovative management and teachers’ awareness of its importance.
(10) A moderate, positive correlation was also found between the status quo of school marketing and teachers’ awareness of its importance.
Based on the above research results, suggestions for educational institutions, school education, and future research are provided.
Keywords: elementary school, innovative management, school marketing
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