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

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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  • 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

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

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

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