Exploration of the Correlation between School Marketing and School Effectiveness: Verification using Combination of Meta-analysis and Structural Equation Modeling
As the competition of education ecology goes to marketization， how to do marketing well and show good effectiveness has become an important issue for school managers. The purpose of this study is to explore the correlation between school marketing and school effectiveness， and examine the extent of its influence. Based on National Central Library database， 25 researches on school marketing and school effectiveness， published from the past to the present， were collected and analyzed by meta-analysis， and the technique of structural equation modeling was added to examine the model. It is found that there is a high correlation between internal marketing， external marketing， and school effectiveness， and the effect size is medium. The tests of the overall model fit show that “the structural modeling of school marketing has an impact on school effectiveness” is a good fit. There is a high direct effect between endogenous variables and exogenous variables. Finally， it is hoped that this research process and result could provide some recommendations for educators，education authorities， and future researchers.
|關鍵詞||學校行銷、學校效能、後設分析、結構方程模式、school marketing、school effectiveness、meta-analysis、structural equation modeling|