環顧台灣大學校院之組織中,能較有彈性運作空間並正面發揮社會學習及回流教育功能的單位,實非「推廣教育」單位莫屬。但近年來在教育政策鬆綁下,導致大學數量遽增,面臨競爭激烈環境,除來自各校挑戰外,推廣教育課程的品質及行銷亦面臨空前考驗。各種形式的行銷策略規劃也就紛紛出爐,並已蔚爲各大學經營與發展的重點之一。 本研究係以個案探討方式,探討個案學校推廣教育行銷組合策略與實施成效,應用文獻分析及問卷分析研究方法進行分析,研究對象則爲推廣教育學員。 經本研究綜合發現,就讀不同區域及班別類型學員在推廣教育行銷組合策略的滿意度得分皆有顯著差異,可提供給學校在從事推廣教育行銷作爲相關活動或策略規劃的參考依據。
Among the college system in Taiwan, Extension Education is the best organization for flexible execution to develop learning society and recurrent education. However, the number of universities is increasing recently due to the ease of education policy. Facing this competitive environment, the quality and branding of Extension Education has more and more challenges. Different types of marketing strategy have become one of the development focuses for each university. Through this case study, this research is to understand the marketing strategy and the implement outcome of the Extension Education of particular university. The research is done by documents research and inquiry analysis, and the target group is focused on the students of Extension Education. The result of this research finds out that there's noticeable difference with the satisfaction of the Extension Education strategy among different locations and types of students, which can be a reference to the universities for activities and strategy planning of Extension Education.