- 期刊
技職大學招生之行銷企劃─以某科大國際企業管理系為例
Marketing Planning for Enrollment of Technical and Vocational University-Taking the Department of International Business Management of a Technology University as an Example
摘要
經由教育部的評估報告中得知，2020年大專院校正在受到少子化的衝擊，學生人數減少，導致校招生困難，主要原因是目前的高中職生的升學意願普遍較低。為了解決此一問題，因此製作行銷方案以解決招生的問題。本文首先利用製作微電影、課程簡介影片及玩遊戲的方式以增加趣味性，並且利用互動的方式降低學生對於大學科系的恐懼。在實際的案例中，規劃三個行銷方案，以某科大國際企業管理系為實例，將特色及優勢融入，使學生可以更認識國際企業管理系，除了可以增加就讀的意願外，也能使學生規劃自己將來職場之方向。同時利用統計學的描述性統計分析、t檢定及單因子變數分析進行資料分析。經由實際的分析，可以得到各個相關的數值，做為招生行銷策略的參考。
並列摘要
According to the evaluation report of the Ministry of Education, colleges and universities are being affected by the declining birthrate in 2020, and the number of students is decreasing, which makes it difficult to recruit students. The main reason is that the current high school vocational students generally have low willingness to enter a higher education. In order to solve this problem, a marketing plan was made to solve the problem of enrollment. The paper first uses the methods of making micro-films, course introduction videos and playing games to increase interest, and uses interactive methods to reduce students’ fear of university departments. In the actual case, three marketing plans are planned, taking the International Business Management Department of a Technology University as an example, integrating the characteristics and advantages, so that students can better understand the International Business Management Department. In addition to increasing their willingness to study, they can also help students plan they future career direction. In the same time, statistical descriptive statistical analysis, t test and single factor variable analysis are used for data analysis. Through actual analysis, each relevant value can be obtained, which can be used as a reference for enrollment marketing strategy.