External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan
Education Journal
Volume 3, Issue 2, March 2014, Pages: 39-47
Received: Dec. 30, 2013; Published: Jan. 20, 2014
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Authors
Chih-Lun Hung, Department of Childhood Education and Enterprise Management, Central Taiwan University of Science & Technology, Taichung City, Taiwan, R.O.C
Ching-Hui Yang, Department of Childhood Education and Enterprise Management, Central Taiwan University of Science & Technology, Taichung City, Taiwan, R.O.C
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Abstract
This study investigates the current external marketing strategies and school public relations for elementary schools in Taiwan and their correlation. The collected data were analyzed and processed using a Pearson’s product-moment correlation, canonical correlation, and multiple regression statistical methods. The analysis results indicated the marketing strategy dimensions; teachers had the highest perceptions of price strategy, and the lowest perceptions of the course design-related product strategy. In the public relations dimensions, communication dissemination achieved the highest score, and the planning decisions dimension received the lowest score. Moreover, the external marketing strategy and public relations of schools showed a moderate correlation; and the place strategy, promotion strategy, and product strategy of a school’s external marketing strategy can predict 57.5% of the variation in school public relations.
Keywords
Public Relations, School Marketing, External Marketing, Taiwan, Elementary School
To cite this article
Chih-Lun Hung, Ching-Hui Yang, External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan, Education Journal. Vol. 3, No. 2, 2014, pp. 39-47. doi: 10.11648/j.edu.20140302.12
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