External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan

Chih-Lun Hung; Ching-Hui Yang

doi:doi:10.11648/j.edu.20140302.12

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External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan

Chih-Lun Hung, Ching-Hui Yang

Published in Education Journal (Volume 3, Issue 2)

Received: 30 December 2013 Published: 20 January 2014

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Abstract

This study investigates the current external marketing strategies and school public relations for elementary schools in Taiwan and their correlation. The collected data were analyzed and processed using a Pearson’s product-moment correlation, canonical correlation, and multiple regression statistical methods. The analysis results indicated the marketing strategy dimensions; teachers had the highest perceptions of price strategy, and the lowest perceptions of the course design-related product strategy. In the public relations dimensions, communication dissemination achieved the highest score, and the planning decisions dimension received the lowest score. Moreover, the external marketing strategy and public relations of schools showed a moderate correlation; and the place strategy, promotion strategy, and product strategy of a school’s external marketing strategy can predict 57.5% of the variation in school public relations.

Published in	Education Journal (Volume 3, Issue 2)
DOI	10.11648/j.edu.20140302.12
Page(s)	39-47
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2014. Published by Science Publishing Group

Keywords

Public Relations, School Marketing, External Marketing, Taiwan, Elementary School

References

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Chih-Lun Hung, Ching-Hui Yang. (2014). External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan. Education Journal, 3(2), 39-47. https://doi.org/10.11648/j.edu.20140302.12

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Chih-Lun Hung; Ching-Hui Yang. External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan. Educ. J. 2014, 3(2), 39-47. doi: 10.11648/j.edu.20140302.12

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AMA Style

Chih-Lun Hung, Ching-Hui Yang. External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan. Educ J. 2014;3(2):39-47. doi: 10.11648/j.edu.20140302.12

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@article{10.11648/j.edu.20140302.12,
  author = {Chih-Lun Hung and Ching-Hui Yang},
  title = {External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan},
  journal = {Education Journal},
  volume = {3},
  number = {2},
  pages = {39-47},
  doi = {10.11648/j.edu.20140302.12},
  url = {https://doi.org/10.11648/j.edu.20140302.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.edu.20140302.12},
  abstract = {This study investigates the current external marketing strategies and school public relations for elementary schools in Taiwan and their correlation. The collected data were analyzed and processed using a Pearson’s product-moment correlation, canonical correlation, and multiple regression statistical methods. The analysis results indicated the marketing strategy dimensions; teachers had the highest perceptions of price strategy, and the lowest perceptions of the course design-related product strategy. In the public relations dimensions, communication dissemination achieved the highest score, and the planning decisions dimension received the lowest score. Moreover, the external marketing strategy and public relations of schools showed a moderate correlation; and the place strategy, promotion strategy, and product strategy of a school’s external marketing strategy can predict 57.5% of the variation in school public relations.},
 year = {2014}
}

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TY  - JOUR
T1  - External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan
AU  - Chih-Lun Hung
AU  - Ching-Hui Yang
Y1  - 2014/01/20
PY  - 2014
N1  - https://doi.org/10.11648/j.edu.20140302.12
DO  - 10.11648/j.edu.20140302.12
T2  - Education Journal
JF  - Education Journal
JO  - Education Journal
SP  - 39
EP  - 47
PB  - Science Publishing Group
SN  - 2327-2619
UR  - https://doi.org/10.11648/j.edu.20140302.12
AB  - This study investigates the current external marketing strategies and school public relations for elementary schools in Taiwan and their correlation. The collected data were analyzed and processed using a Pearson’s product-moment correlation, canonical correlation, and multiple regression statistical methods. The analysis results indicated the marketing strategy dimensions; teachers had the highest perceptions of price strategy, and the lowest perceptions of the course design-related product strategy. In the public relations dimensions, communication dissemination achieved the highest score, and the planning decisions dimension received the lowest score. Moreover, the external marketing strategy and public relations of schools showed a moderate correlation; and the place strategy, promotion strategy, and product strategy of a school’s external marketing strategy can predict 57.5% of the variation in school public relations.
VL  - 3
IS  - 2
ER  -

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Author Information

Chih-Lun Hung

Department of Childhood Education and Enterprise Management, Central Taiwan University of Science & Technology, Taichung City, Taiwan, R.O.C
Ching-Hui Yang

Department of Childhood Education and Enterprise Management, Central Taiwan University of Science & Technology, Taichung City, Taiwan, R.O.C

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APA Style

Chih-Lun Hung, Ching-Hui Yang. (2014). External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan. Education Journal, 3(2), 39-47. https://doi.org/10.11648/j.edu.20140302.12

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ACS Style

Chih-Lun Hung; Ching-Hui Yang. External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan. Educ. J. 2014, 3(2), 39-47. doi: 10.11648/j.edu.20140302.12

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AMA Style

Chih-Lun Hung, Ching-Hui Yang. External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan. Educ J. 2014;3(2):39-47. doi: 10.11648/j.edu.20140302.12

Copy | Download

@article{10.11648/j.edu.20140302.12,
  author = {Chih-Lun Hung and Ching-Hui Yang},
  title = {External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan},
  journal = {Education Journal},
  volume = {3},
  number = {2},
  pages = {39-47},
  doi = {10.11648/j.edu.20140302.12},
  url = {https://doi.org/10.11648/j.edu.20140302.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.edu.20140302.12},
  abstract = {This study investigates the current external marketing strategies and school public relations for elementary schools in Taiwan and their correlation. The collected data were analyzed and processed using a Pearson’s product-moment correlation, canonical correlation, and multiple regression statistical methods. The analysis results indicated the marketing strategy dimensions; teachers had the highest perceptions of price strategy, and the lowest perceptions of the course design-related product strategy. In the public relations dimensions, communication dissemination achieved the highest score, and the planning decisions dimension received the lowest score. Moreover, the external marketing strategy and public relations of schools showed a moderate correlation; and the place strategy, promotion strategy, and product strategy of a school’s external marketing strategy can predict 57.5% of the variation in school public relations.},
 year = {2014}
}

Copy | Download

TY  - JOUR
T1  - External Marketing Strategies and Public Relations for Elementary Schools in Central Taiwan
AU  - Chih-Lun Hung
AU  - Ching-Hui Yang
Y1  - 2014/01/20
PY  - 2014
N1  - https://doi.org/10.11648/j.edu.20140302.12
DO  - 10.11648/j.edu.20140302.12
T2  - Education Journal
JF  - Education Journal
JO  - Education Journal
SP  - 39
EP  - 47
PB  - Science Publishing Group
SN  - 2327-2619
UR  - https://doi.org/10.11648/j.edu.20140302.12
AB  - This study investigates the current external marketing strategies and school public relations for elementary schools in Taiwan and their correlation. The collected data were analyzed and processed using a Pearson’s product-moment correlation, canonical correlation, and multiple regression statistical methods. The analysis results indicated the marketing strategy dimensions; teachers had the highest perceptions of price strategy, and the lowest perceptions of the course design-related product strategy. In the public relations dimensions, communication dissemination achieved the highest score, and the planning decisions dimension received the lowest score. Moreover, the external marketing strategy and public relations of schools showed a moderate correlation; and the place strategy, promotion strategy, and product strategy of a school’s external marketing strategy can predict 57.5% of the variation in school public relations.
VL  - 3
IS  - 2
ER  -

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