A Study on the Educational Marketing Strategies in Specialized Training Institution of R.O.C. (Taiwan) Navy

• Main Authors: Chien-Chung Wu, 吳建中
• Other Authors: Dong-Jenn Yang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/3jy5p3

碩士 === 義守大學 === 管理碩博士班 === 105 === The number of studies about military specialty training institutes is considerably insufficient. And these kinds of studies are expected to be done more. Through implementation of educational marketing strategy，it is helpful for the institutes to identify their value，promote their education and pursue their sustainability during the time of military downsizing and under the prerequisite of difficult recruiting and decreased military training resources. The research target in this study is "Naval Technical School". I have concluded stakeholder views by using literature analysis and data gathered from nearly 4-year field survey. I have acquired current information about the school and strategic options for education satisfactory improvement based on interview and brainstorm with the school’s faculties and instructors. By employing S.W.O.T. analysis，I have submitted the school and similar institutes some suggestions for implementation of educational marketing strategy. The results of study have found that six currently announced specific educational measures in the school have already included improvement-needed works and suggestions for satisfactory improvement strategy in line with satisfactory survey. The study suggests the school executive adopt priority-type strategy including inducing ISO procedure for marketing，regarding fleet as first priority target when conducting exterior marketing ，solving software/hardware problems when it would like to implement educational marketing. In addition，the school should strengthen works on student satisfactory survey and understand potential customer needs via high-level visits.