高等教育市場化下新的學生角色

The New Role of the College Student in the Context of Marketization of Higher Education

楊進基(Jinn-Gi Yang)

《興國學報》 8期 (2007/05) Pp. 65-77

https://doi.org/10.29950/JHKUM.200705.0005

摘要

將學生視為顧客，是高等教育市場化下最大特色之一，但是，教育情境與企業情境畢竟不盡相同，將企業行銷顧客的概念運用到高等教育的經營上，對傳統高等教育學生角色會造成什麼樣的影響？本文藉由文獻的分析，（一）比較傳統高等教育與市場化的高等教育；（二）比較企業行銷與高等教育市場化之教育行銷；（三）比較企業行銷之顧客與高等教育行銷之顧客；（四）釐清高等教育市場化下的新的學生角色意涵。

關鍵字

企業行銷 ； 高等教育行銷 ； 高等教育市場化

並列摘要

One of the features of marketization of higher education is to think of the college student as a customer; however, the educational context is not necessarily the same as the business context. When the concept of the customer in business marketing is applied to the administration of higher education, what will it affect the traditional role of the college student? By means of the analysis of the related literature, this paper (1) compares traditional higher education with marketized higher education, (2) business marketing with educational marketing in the context of marketized higher education, and (3) the customer of business marketing with the customer of higher education marketing, and (4) clarify the meaning of the new role of the college student in the context of marketized higher education.

並列關鍵字

business marketing ； higher education marketing ； marketization of higher education

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