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大學弘報詩 效率的 媒體選定 및 活用方案에 關한 硏究 원문보기
Study of effective media selection & application method in university public information

  • 저자

    유준일

  • 학위수여기관

    水原大學校 産業經營大學院

  • 학위구분

    국내석사

  • 학과

    마케팅 專攻

  • 지도교수

  • 발행년도

    1998

  • 총페이지

    iv, 77 p.

  • 키워드

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T8953938&outLink=K  

  • 초록

    This dissertation predicts that facing the infinite competition era, in present situation of rapidly changing, competitive rate of admission will be below 1:1 by 2003. Therfore it is not easy to tell what university could survive. Under this assumption, to be still in existence universities should make effective investment on complex factors such as university administration, curriculum, invitation of excellent faculty and students, and among these investments, effective university public information that applicates methods of business marketing is essential. This study is intended to analyze whether the effect of this public information is appropriate and in accord with the times, performance results of media selection. The composition of this dissertation is as follows. In Chapter 1, section 1 provides issue proposition and purposes of the study. Means and scope of the study are presented in section 2. An university marketing is examined in section 1 Chapter 2, theoretical observation of university public information is identified in section 2, section 3 provides the characteristics and strategies of advertisement media in university public information. Chapter 3 examines wheter appropriate university public information have been accomplished or not, toward class of demand, and pragmatical analysis on which way is desirable for universities to develop public information activities is provided with additional questionnaire through reviews of forecedant research literatures. Chapter 4, provides conclusion of this dissertation based on analysed data and establishes the direction of study for the future. Finally Chapter 5 describes ultimate conclusion and proposition of this dissertation. From Chapter 2 to Chapter 4, the points which universities should change and emphasis and which part of the university public information appeals most effectively to the customers in activities of university public information, based on the results of existing studies, are illustrated. In addition, the effects and roles of public information by customers - targets of inside public information such as faculty, students, community inhabitants, mass media, etc - as major targets of public information are examined. Base on the above examination, this study provides the most appropriate media and the most preferable element of university public information. First of all, objects of examination consist of undergraduates and students preparing for admission who are direct stakeholers, item in the study with which identifies main utility media is included. Also, this article provides which factor has the greatest effects on decision-making of university selection. Total numbers of objective people are 250, and 245 of these people were used practically as meaningful analytical results after questionnaire distribution. After setting up major contents of study, this dissertation presents university information media selection excluded in existing studies, subject identification of public information and necessities of university consents which use public mass media. Major outcomes of this study are as follow. First, It seems that information media of universities will be converted to personal computer communications from newspapers that is presently used in the largest numbers. Second, it shows that they prefer percentage of employment, which reflects reality, facilities environment, practical training, more than any other university information items. Third, it is found that after collecting the multiful informations, an expectant of admission makes a decision by him/herself at the time of substantial determination, and the scores of university admission test will have the most important influences upon decision-maikings until the proportion of applicants to enrollment becomes below one to one. Fourth, it is found that consents of universities give a good impression to most of respondents and can play a role as public information effects. In present, universities bear business-like characteristics because they can survive only if they make the best of management tehniques through systematic marketing. It is probable that according to the management performance universities go bankrupt generated by financial insolvency and growth interruption. Under realistic situation that most of the universities can not help but depend on their tuition, future of unversities could secure competitive sbilities in various aspects such as effctive invitation of excellent students and university reputation, only if universities maintain reinforcement of organizations through successful investments and consistent performances according to the middle are long term programs.


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