Taiwan’s declining birth rate in the past decade has led to a dramatic drop in its student enrollment, which has threatened the survival of schools. This further ignited the competition among schools and motivated them to adopt multiple marketing strategies for recruiting sufficient number of students. In this research, marketing strategies were allocated into four categories, including advertisement, promotion, public relations, and personal selling. And this research aims to investigate the relatively important marketing strategies and evaluate their strengths and weaknesses perceived by school administrators.
A self-developed questionnaire was adopted as the major research instrument consisting of three sections. The first section aimed to elicit participants’ demographic information. The second section was analyzed in the analytic hierarchy process (AHP) method and designed to calculate determinants by making a comparison between different marketing strategies. The third section focused on the strengths and weaknesses of strategies measured with a 5-point Likert scale.
Several valuable results were revealed through this research. First, among four categories, the adoptions of personal selling and public relation are highlighted by the respondents, which accounted for nearly 36% and 29% respectively. Second, the dominant four marketing strategies analyzed by AHP method are telephone marketing, door-to-door visit, connection with community, and social networking, all of them accounting for more than 10%. The determinants of each marketing strategies and their strengths and weaknesses were further discussed in this study.

Authors:
Hsuan-Fu Ho, National Chiayi University, Taiwan
Chia-Lin Tsai, Nei-Hu Elementary School, Taiwan

About the Presenter(s)
Professor Hsuan-Fu Ho is a University Associate Professor/Senior Lecturer at National Chiayi University in Taiwan

See this presentation on the full schedule – Friday Schedule

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