School Marketing Operations Indices for Junior High and Primary Schools Author: I -Liang Hwang(Department of Early Childhood Care and Education, Chung Hwa College of Medical Technology)

Vol.&No.：Vol. 50, No. 2
Date：October 2005
Pages：139-158
DOI：10.3966/2073753X2005105002008

Abstract：

The purpose of this study is to construct school marketing operations indices for junior high and primary schools, in order better to understand how marketing operations are performed at today’s junior high and primary schools. Non-constructive interviews, Delphi techniques, AHP, and a questionnaire survey were adopted in the study. The Delphi expert team consisted of 26 members. 762 principals of junior high and primary schools were stratified randomly sampled in order to arrive at a survey sample, and 525 responded. The effective response rate was 68.9%.
The concrete findings were as follows:
1.The marketing indices comprise 3 dimensions, 11 phases and 60 details.
2.When a principal sees that the overall marketing operation has reached an ideal condition, among the 3 dimensions internal marketing is usually perceived the best one, followed by interactive marketing and external marketing.
3.Principals who “have a master’s degree” and who have served “for 5 to 8 years,” “at a school with more than 49 classes,” “at an urban area school ” and/or “at a primary school” tend to perceive most clearly the way in which school marketing operates.
Based on these results, some recommendations are made, as well as suggestions for further research.

Keywords：junior high schools and primary schools, school marketing, marketing indices

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