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論文名稱 Title |
(英)Marketing Taiwanese MBA Program in the EEU Market: A Case of Czech Republic Marketing Taiwanese MBA Program in the EEU Market: A Case of Czech Republic |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
111 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2007-07-04 |
繳交日期 Date of Submission |
2008-07-15 |
關鍵字 Keywords |
none Education, Marketing |
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統計 Statistics |
本論文已被瀏覽 5704 次,被下載 0 次 The thesis/dissertation has been browsed 5704 times, has been downloaded 0 times. |
中文摘要 |
none |
Abstract |
Universities cannot avoid influence of international competitions. International students embody a noteworthy source of reputation, image and financial incomes. To attract international students in international competition universities are forced to take an active role in addressing prospective students with marketing campaigns. Effective information distributed by proper channels achieves a considerable impact. Promotion, communication respectively, is a key aspect of marketing campaigns. Well selected information given to the prospective students boosts their interest and their will to undertake their studies at wellmarketed institution. Taiwan based MBA was chosen as a product/ service and the EEU market was examined as a marketing target. A message “pulling” Czech prospective students was found and the way to use this message effectively was suggest |
目次 Table of Contents |
I. Abstract...............................................................................................................................................................................................I II. Declaration .........................................................................................................................................................................................II III. Acknowledgment........................................................................................................................................................................... III IV. Table of Contents.......................................................................................................................................................................... VI 1 Introduction .........................................................................................................................................................................................1 2 Literature Review .............................................................................................................................................................................. 17 2.1 Education as Service ............................................................................................................................................................... 17 2.2 Educational Marketing and it′s characteristics...................................................................................................................... 17 2.3 Importance of International Students ....................................................................................................................................20 2.4 Marketing Mix of Educational Marketing .................................................................................................................................. 21 2.5 Pull and Push Factors............................................................................................................................................................. 24 2.6 Czech Educational Market.......................................................................................................................................................25 2.7 Analogy of Czech Republic with EEU .......................................................................................................................................26 3 Methodology......................................................................................................................................................................................28 3.1 Research Methods..................................................................................................................................................................29 3.2 Sampling ..................................................................................................................................................................................31 3.3 Questionairre Design..............................................................................................................................................................34 3.3.1 Design of Questionnaire given to Czech students with experience with Taiwanese education ...............................36 3.3.2 Design of Questionaire given to Czech students without experience with Taiwan........................................................38 4 Data Collection and Analysis.............................................................................................................................................................40 4.1 Data Collection .......................................................................................................................................................................40 4.2 Retrieved data analysis ..........................................................................................................................................................40 4.2.1 Retrieved data from Sample I: Czech Students with experience with Taiwanese Education.........................................40 4.2.2 Sample I, data summary....................................................................................................................................60 4.2.3 Retrieved data from Sample II: Czech Students with no experience with Taiwanese Education...................................62 4.2.4 Sample II, data summary.............................................................................................................................................. 74 4.3 Cross‐sample comparison ..................................................................................................................................................... 75 5 Conclusion and Recommendations ................................................................................................................................................... 77 6 Bibliography..................................................................................................................................................................................... 80 7 Appendix ...........................................................................................................................................................................................85 7.1 Questionnaire given to Czech students with experience with Taiwanese education ...............................................................85 7.2 Questionaire given to Czech students without experience with Taiwan ..................................................................................90 7.3 List of Universities in Czech Republic.....................................................................................................................................93 |
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