我國公私立大學教育行政相關研究所招生策略之研究

A study on the recruitment strategies of graduate institutes of education in public and private universities in Taiwan

董冠宣(Kuan-Hsuan Tung)

指導教授 ： 鈕方頤

淡江大學/教育學院/教育政策與領導研究所碩士班/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00653

摘要

本研究之研究目的為分析我國公私立大學教育行政相關研究所之招生策略及實施情況，並針對分析之結果提出相關的建議，以供推廣教育行政相關人員與未來研究者做為策略之參考。本研究採取半結構式訪談法，以教育行政相關研究所之歷屆所長及學生為訪談對象，研究工具為研究者根據相關文獻編製成的訪談大綱。歸納之結論如下：
一、在外部行銷產品策略方面，公私立教政所皆偏向以學生需求為導向，客製課程內容並增強學生競爭力與就業機會。
二、在外部行銷價格策略方面，公私立教政所有先天因素上的差異，雖皆有提供獎助學金及工讀機會，但私立教政所在金額、人數及方法比重較重，另提供一名公費生，讓學習者能有效地減輕經濟負擔。
三、在外部行銷通路策略方面，公立教政所採取市場區隔劃分其特定招考族群，而私立教政所則透過定期舉辦之預研生說明會及不定期的研討活動、網頁宣傳系所。
四、在外部行銷推廣策略方面，公私立教政所在推廣系所的成效皆不高。
五、在外部行銷公共關係策略方面，公立教政所與政府機構保持良好的關係，而私立教政所則是與地方社區做連結，並結合其他教育系所，建立「區域學習共同體中心」。
六、在內部行銷方面，公私立教政所皆明確訂定系所目標，並凝聚師生向心力。公立教政所另經營所友的連結，建立人脈網絡；而私立教政所為提升教師的專業能力，成立教師學習社群，賦與教師權力，並與學生一同投入所務發展規劃及實施。

關鍵字

招生策略 ； 教育行銷 ； 內部行銷 ； 外部行銷

並列摘要

The purpose of this study is to analyze the recruitment strategies of graduate institutes of education in public and private universities so as to provide information and references for graduate institutes of education and further researches.
This study is based on semi-structured interviews with the previous chairman and students of the institute of education Administration. Research tool is the interview outline compiled by the researcher based on the relevant literature.
The results are concluded and listed as follows:
1. In terms of external marketing strategy of product, all graduate institutes of education in public and private universities tend to focus on students’ demands; customized course programs are provided for enhancing students’ competiveness and possibly bringing out higher employment rate.
2. In terms of external marketing strategy of price, although graduate institutes of education in public and private universities both offer scholarships and part-time jobs opportunities, however, due to the differences in nature between public and private institutions, graduate institutes of education in private universities put more emphasis on money, the amount of people, and the methods; on top of that, in order to ease the learners’ economic burden effectively, private universities would provide one admission quota for pre-service student teacher to study under related government subsidiaries programs.
3. In terms of external marketing strategy of place, graduate institutes of education in public universities analyze and divide mass markets in order to focus on the specific targeting student groups, while those in private universities promote the departments through holding several pre-graduates orientations and irregular seminars, and building web pages as well.
4. In terms of external marketing strategy of promotion, all graduate institutes of education in public and private universities does not have a great result in promoting the departments.
5. In terms of external marketing strategy of public relationship, graduate institutes of education in public universities remain a good relationship with government institutions, while the others link to local communities and combine with other education departments to build up Regional Community Learning Center.
6. In terms of internal marketing, all graduate institutes of education in public and private universities definitely formulate the objective of the department and enhance the coherence of teachers and students. Graduate institutes of education in public universities may engage the alumni networking, creating social connections; by contrast, the institutes of education in private universities would focus on releasing and sharing power with teachers, as well as establishing learning communities for teachers to enhance their professions and moreover, along with students, to devote themselves to the development planning and practice of the institutes.

並列關鍵字

recruitment strategy ； education marketing ； internal marketing ； external marketing

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