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MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION IN SOUTHEAST ASIA.

机译：在东南亚推广第七天的高级高等教育。

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摘要

Problem. There has been a concern by educational leaders of the Adventist church in the Asia Pacific Division that a number of parents of Seventh-day Adventist students choose to educate their children in non-Adventist primary and secondary schools. This study sought to determine if this concern is prevalent in Adventist colleges in Southeast Asia. To find answers to this concern the following questions were posed. (1) What methods do these colleges use to promote or recruit SDA students? (2) How do these colleges attract SDA students? (3) What special programs are in place in the colleges to retain SDA students?.; Marketing higher education has been effective in some colleges and universities in the United States. It may be of some value for Seventh-day Adventist colleges in Southeast Asia to learn from the conclusions of this study. Marketing concepts discussed here could help other SDA educational institutions in their attempts to promote, attract, and retain SDA students.; Method. Two instruments were utilized for data collection: (1) a set of structured questions to interview selected administrative staff on their marketing strategies, and (2) a survey questionnaire that required the responses of undergraduate students regarding the marketing strategies of their college.; Both the interview questions and the survey questionnaire cover three marketing strategies--promotion or recruitment, attraction, and retention of Adventist students in the colleges. Responses from the staff and students were analyzed.; Results. The following are the findings of this study: (1) In all the four selected colleges in Southeast Asia some marketing activities had been carried out but they are less sophisticated or systematized than those found in the United States of America. (2) The large number of students in countries in Southeast Asia who want to attend college suggests why marketing is not more sophisticated than those found in the United States. (3) There are similarities and differences in the way the colleges promote, attract or retain SDA students.; Conclusion. Seventh-day Adventists create a common "culture" among different peoples in the region and thus marketing techniques to promote or recruit, attract and retain SDA students tend to be similar.
机译：问题。亚太区复临教会的教育领袖一直担心，复临安息日会学生的许多家长选择在非复临中小学教育他们的孩子。这项研究试图确定这种担忧是否在东南亚的复临大学中普遍存在。为了找到对此问题的答案，提出了以下问题。 （1）这些大学采用什么方法来提升或招募SDA学生？ （2）这些学院如何吸引SDA学生？ （3）在大学中有哪些特殊计划留住SDA学生？营销高等教育在美国的某些大学中已经很有效。从这项研究的结论中学习，可能对东南亚的基督复临安息日会学院具有一定的价值。这里讨论的营销概念可以帮助其他SDA教育机构提升，吸引和留住SDA学生。方法。使用了两种工具来收集数据：（1）一系列结构化问题，以访谈所选行政人员的营销策略；（2）问卷调查，要求大学生对学院的营销策略做出回应。访谈问题和调查问卷都涵盖了三种营销策略-促进或招聘，吸引和留住复临信徒的学生。分析了教职工的反应。结果。以下是本研究的结果：（1）在东南亚所有四所选定的大学中，都开展了一些营销活动，但与美国相比，它们的营销活动或系统化程度较低。 （2）东南亚国家/地区想要上大学的学生人数众多，这说明了为什么市场营销并不比美国的市场营销更为复杂。 （3）高校在促进，吸引或留住SDA学生方面的方式各有不同。结论。基督复临安息日会在该地区不同民族之间建立共同的“文化”，因此，用于促进或招募，吸引和留住SDA学生的营销技巧趋于相似。

著录项

  • 作者

    PAUNER, GEOFFREY ALFRED.;

  • 作者单位

    ANDREWS UNIVERSITY.;

  • 授予单位 ANDREWS UNIVERSITY.;
  • 学科 Education Higher.; Business Administration Marketing.; Education Religious.; Education Administration.
  • 学位 PH.D.
  • 年度 1996
  • 页码 211 p.
  • 总页数 211
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 高等教育;贸易经济;教育;
  • 关键词

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