行銷，請先從內部做起── 淺談以內部行銷策略提升教師教學效能

Doing Marketing from Inside-discussing Promoting Teacher Teaching Effectiveness by Internal Marketing

進入少子化的時代，學校的競爭壓力也越來越大，應用行銷的概念爭取學生來源已漸漸在中小學成為趨勢，本文強調先從行銷概念中的內部行銷為出發點，探討如何利用現今內部行銷常用的溝通、激勵、訓練、授權等方法，提升教師的教學效能，因為教師是站在教育第一線的人員，最常面對家長，教學良窳影響家長的教育選擇，因此提升教師的教學效能等於就是提升學校的服務品質，也是一種最好的學校行銷，建議學校在推展行銷工作時能不只是辦理嘉年華式的大型活動，而是先以內部行銷的各種措施提升教師教學效能，建立卓越教學團隊，成為對外行銷強而有力的後盾。

Facing the time of low birth-rates， the competition between schools is much fiercer. To strive for higher enrollment-rates， marketing has gradually become a trend. This study starts from the viewpoint of internal marketing to explore how to promote teacher’s effectiveness by the strategies of internal marketing， such as communicating， inspiring， training，and empowering. Teachers， the first-line staff s in the field of education， face the parents directly. Also， the quality of teaching affects parental choices. Hence， promoting teachers’ teaching effectiveness is promoting school’s quality of service， which is the best way of school marketing. In conclusion， a school should not just bury itself into external marketing. Otherwise， using internal marketing to build an outstanding teaching team is the strong foundation of external marketing.