| 課程代碼 | 10012690010 | 上課學制 | 研究所碩士班 | | 課程名稱 | 學校行銷研究
Research on School Marketing | 授課教師 (師資來源) | 何宣甫(教育系) | | 學分(時數) | 3.0 (3.0) | 上課班級 | 教政碩班2年甲班 | | 先修科目 | | 必選修別 | 選修 | | 上課地點 | 教育館 B03-217 | 授課語言 | 英文 | | 證照關係 | ? | 晤談時間 | 星期3第5節~第8節, 地點:b425
| | 課程大網網址 | https://web085004.adm.ncyu.edu.tw/Syllabus/Syllabus_Rpt.aspx?CrsCode=10012690010 | | 備 註 | ? |
◎系所教育目標：
進行本土化教育行政與政策發展在規劃與決策方面可行模式之研究，強化各國制度及經營管理的比較以提高國際觀，積極輔導中南部各級學校與中南部縣市教育局處建立研究合作關係，以行動研究導向協助教育局處解決重要教育問題並豐富其行政專業知識。
強化學生基礎知識的建立以及研究方法的訓練，使其具備獨立研究的能力，培養學生從巨觀的層面來建立行政與政策發展的能力，並提供學生至教育局處等各單位的實習機會，自微觀的層面加強學生在學校等各種教育機構各面向經營管理的實務能力，重視財經知識的建立以提高各種資源應用的公平性及效率性。 | | ◎核心能力 | 關聯性 | | 1.具備做決定及教育經營管理之各項知能 | 5 關聯性最強 | | 2.具備從事高深教育學術理論研究的能力 | 4 關聯性稍強 | | 3.具備宏觀與國際化的教育政策視野 | 4 關聯性稍強 | | 4.具備教育行政理論及實務的知能 | 4 關聯性稍強 | ◎本學科內容概述：
Lecture, group discussion, and presentations | ◎本學科學習目標：
After completing this course, students will learn the major theoretical models in school marketing, understand current marketing trends in specific educational environment, and think creatively and critically, and develop skills in formulating and implementing marketing plans. | | ◎教學進度： | | 週次 | 主題 | 教學內容 | 教學方法 | 01
| Overview of school marketing | Class introduction
Scopes, trends, and challenges of school marketing | 講授、習作、討論。 | 02
| Brand management | Definition of brand, branding, CIS | 講授、習作、討論。 | 03
| Target Marketing | Market segmentation
Target marketing selection
Market positioning | 講授、習作、討論。 | 04
| Environmental analysis | SWOT
5 Forces Analysis | 講授、習作、討論。 | 05
| Product strategy | Product mix, new product, characteristic curriculum development | 講授、習作、討論、報告。 | 06
| Price strategy | Cost based pricing,
Consumer based pricing
Copetition based pricing | 講授、習作、討論、報告。 | 07
| Place strategy | School locations
Timing issues
Facilities | 講授、習作、討論、報告。 | 08
| Promotion strategy | Advertisement, commercials, promotion tactics, direct communication, public relations. | 講授、習作、討論、報告。 | 09
| People strategy | Engage, Enable, empower, ensure. | 講授、習作、討論、報告。 | 10
| Midterm | Class review
Evaluation | 講授、習作、討論。 | 11
| Ethic issue in school marketing | Process ethics
moral issues | 講授、習作、討論。 | 12
| School fundraising | target donors
timing system
methods
fundraiser training | 講授、習作、討論。 | 13
| Student recruitment | Consumer behavior
integrating 5p strategies | 講授、習作、討論。 | 14
| Public relations | Community. parents, government, non-profit organizations, press. | 講授、習作、討論。 | 15
| Final presentations | Case institution's marketing strategies | 討論、報告。 | 16
| Final Presentations | Case institution's marketing strategies | 討論、報告。 | 17
| Final Presentations | Case institution's marketing strategies | 討論、報告。 | 18
| Final Review | Discussion group with free access | 討論、報告。 | ◎課程要求：
(Space) | ◎成績考核
書面報告30%
口頭報告20%
課堂參與及討論情形 50%
| ◎參考書目與學習資源
Evans, I.G. (1995). Marketing for schools. New York: Cassell.
Ho, H. (2010). Strategic Management for school marketing [in Chinese]. Taipei, Taiwan: Wu Nan.
Ho, H., Ding, J.C., and Chen, S.H. (2010). What curriculum do parents want? Paper presented at the 2010 CIES annual conference. Chicago, Il.
Ho, H. and Huang, S. (2009). Giving something back: Alumni donations to universities of education in Taiwan. Asian Social Science, 5(12), 65-73.
Ho, H. and Hung, C. (2008). Marketing mix formulation for higher education: An integrated analysis employing analytic hierarchy process, cluster analysis and correspondence analysis. International Journal of Educational Management, 22(4), 328-340.
Ho, H. & Hsu, Y. (2009). Marketing textbooks to elementary school teachers in Taiwan. Paper presented at the 7th Annual Hawaii International Conference on Education, Honolulu, Hawaii.
Ho, H. and Lee, H. (2010). Great expectations: family educational expenditure in Taiwan vs. China. European Journal of Social Sciences, 17 (4).
Hou, C., Ho, H., Tseng, T., and Chen, S. (2010). Primary school parents’ opinions on school place strategies in Taiwan. aper presented at the 2010 CIES annual conference. Chicago, Il. |
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