A Study of School Staffs′ Perceptions Towards School Marketing in Primary Schools in Miaoli County
| Autor: | LEE,SHU-YUAN, 李淑媛 |
|---|---|
| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 The purpose of this research was to discuss primary school staffs′ perceptions towards school marketing system. The importance of school marketing strategies and its current practice and the extend of need when executing school marketing strategies and the difficulties it faced. Related literature was reviewed and explored. Questionnaires were adopted as the main research method to collect 526 effective samples from the principals, chairmen, chiefs and teachers in Miaoli county with ″ Marketing Strategies questionnaires for primary schools″. Statistical methods employed in this research were: frequency distribution, weighted mean, sort, t-test, one-way ANOVA and the Scheffe method. The main findings from this research were： 1. There have not been properly-planned marketing systems in primary schools. 2. School marketing mechanism should be built on the staffs′ character within organization context. 3. Implementing marketing in primary schools could enhance the satisfactory of educational quality. 4. Both internal and external marketing should be equally emphasized. 5. The most common way to carry out school marketing was by holding Parents-Teacher Association symposium and classroom communicating pamphlets. 6. The current function of school marketing was not as active as recognized. 7. Among all the marketing strategies, staffs with elder ages, senior experiences and the principals had the most active involvement. 8. The success of school marketing was on account on the support from the principals and school administrators. 9. The difficulties of carrying out school marketing were those eager workloads faced by school administrators. Based on the results of the paper, here were the suggestions. First to the educational administration authority 1. Providing marketing courses and work shop to train and develop intellectual capital and marketing system. 2. Set up marketing consulting office to formulate the direct marketing tunnel. 3. Enlarge school staff ratios, set up specific unit to promote marketing activities. Second to school 1. Acknowledge educational environment trends and build up school marketing concept. 2. Start organization innovation and seize marketing opportunities. 3. Promote″ marketing by all staffs″ and encourage accountable performance. 4. Hold school marketing work shop and activities to enhance teachers’ professional abilities in marketing school affairs. 5. Apply marketing strategies and raise qualities of school. 6. Integrate resources and create new opportunities of marketing on schools. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|