External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan
Volume 3, Issue 2, March 2014, Pages: 39-47
Received: Dec. 30, 2013;
Published: Jan. 20, 2014
Views 2617 Downloads 260
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
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.
External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan, Education Journal.
Vol. 3, No. 2,
2014, pp. 39-47.
Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structure for service firms marketing of service. Chicago, IL: American Marketing Association.
Broom, G. M., & David, M. D. (1996). Using research in public relations: Applications to program management. New Jersey, NJ: Prentice Hall.
Chen, H. L. (1994). School Public Relations. Taiwan, ROC: Shta Book Gallery.
Chin, M. C. (2009). Educational administration. Taiwan, ROC: Wu-Nan Culture Enterprise.
Demiray, U., Nagy, J., & Yilmaz, A. (2007). Strategies for the marketing of higher education with comparative contextual preferences between Australia and Turkey. Turkish Online Journal of Distance Education 8(2), 157-173.
Fiore, D. J. (2002). School community relations. Larchmont, NY: Eye on Education.
Foskett, N. (2002). Marketing. In T. Bush & L. Bell (eds.) The principle sand practice of educational management (pp.241–257). London, England: Paul Chapman.
Gary, L. (1991). Marketing education. Berkshire, England: McGraw-Hill.
Gomez-Montoya, A. (1993). Social marketing applied to the education area (Doctoral dissertation), University of De Valencia, Valencia, Spain.
Hanson, W.A. (2003). Principle of internet marketing. Cincinnati, OH: South-Western college publishing.
Ho, F. T. (2005). In-service Education. Bulletin, 22, 4-6.
Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of Marketing, 33, 10-15.
Kowalski, T. J. (2000). School public relations: A new agenda. Upper Saddle River, NJ: Merrill.
Lee, C. M. (2009). A Study of the Relationship among primary School Principals’ Leadership Styles, School Marketing Management and School (Unpublished master’s thesis). National Pingtung University of Education, Taiwan, ROC.
McCarthy, E. J. (1981). Basic marketing: A managerial approach (9th ed.). Homewood, IL: Irwin.
Morris, R. C., Chan, T. C., & Patterson, J. (2009). Principals’ perceptions of school public relations. Journal of School Public Relations, 30, 166-185.
Norris, J.S. (1984). Public Relations. Englewood Cliffs, NJ: Prentice-Hall.
Shen, Y. F. (2009). The relationship between school marketing strategies and public relations of public primary schools in Taipei County (Unpublished master’s thesis). National Taipei University of Education, Taiwan, ROC.
Tang, Y. (2010). The Case Study on the Thoughtful Strategies from the Issues of Educational Marketing and Marketization. Journal of Education, 24 155-174.
Thomas, D. R. E. (1978). Strategy is different in service industries. Harward Business Review, 56(4), 158-165.
Tucker, K., Derelian, D., & Rouner, D. (1994). Public relations writing: An issue-driven behavioral approach. Englewood Cliffs, NJ: Prentice Hall.
Yen, J.Y. (1998). The survey research of public relations of primary school in Taiwan (Unpublished master’s thesis). National Taichung University of Education, Taiwan, ROC.