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