A Study of the Student Recruitment Marketing of National Universities of Education in Taiwan
Higher education environment has become increasingly competitive and institutions have to compete for students in the recruitment marketing in Taiwan. With student enrollments decreasing, a lot of difficulties have to be overcome in five universities of education. The purpose of this study was to investigate recruitment marketing conditions and problems. In addition, the author sought appropriate student recruitment strategies for these universities of education. To achieve these goals, qualitative approach was adopted, five institutional officers were interviewed, and recruitment documents were examined. The findings show that the five universities of education do not have a recruitment office which provides services about student recruitment only. The higher education environments in Taiwan have become increasingly competitive and these universities of education have to compete for students in the recruitment markets more than before, but they use the same recruitment strategies. Furthermore, these universities of education do not have enough budgets which can be used flexibly in the recruitment process. However, all of them work very hard in recruiting international students. Finally, the fact that the name of the university bears the word “education” has both a positive and a negative effect on the recruitment of students.
|關鍵詞||大學行銷、行銷策略、招生行銷、教育大學、university marketing、marketing strategies、student recruitment marketing、university of education|