청년실업에 대한 창의적 대안, 학교기업에 대한 수용자 반응 사회과학분야 광고홍보전문 학교기업에 대한 사례연구
The Influence of School Based Enterprise on the Stakeholder's responses
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초록
전 세계적으로 청년실업에 대한 문제가 심각한 국가이슈로 제기되고 있다. 청년실업문제는 다양한 분야에서 종합적이고 지속적인 노력이 요구된다. 학교기업(School Based Enterprise)은 대학내부에 설립한 기업으로서 재학생들에게는 실무능력을 양성하여 취업기회를 증가시키는 동시에, 지역사회와 지역중견기업에대한 전문성 지원활동으로 해당 지역 발전에 기여하는 것을 목적으로 한다. 사회과학분야 특히 광고홍보전문 학교기업의 주요활동분야는 대학내부의 비즈니스활동, 대학외부의 지역기업지원활동, 대학외부의 지자체지원활동 등이다. 학교기업이 지속가능한 존속과 성장을 위해서는 적합한 비즈니스의 선정과 다양한이해관계자의 지지와 협조를 이끌어 내는 것이 필요하다. 본 연구는 학교기업의주요 이해관계자인 대학생그룹, 교직원그룹, 외부기업인그룹 등 3개 그룹을 대상으로 학교기업의 주요활동분야에 대한 수용자 반응을 조사하였다. 수용자 반응을 위한 종속변수는 기업평판, 사회적 연결감, 그리고 기업태도를 활용하였다. 본 연구결과, 학교기업의 기업가치성차원에서 일반인그룹이 대학생그룹보다 높게 평가하였으나, 학교기업의 기업태도차원에서는 대학생그룹이 일반인그룹보다 높게 평가하고 있었다. 학교기업의 활동분야에서는 대학교 내 지원활동, 지자체 지원활동, 중견기업 지원활동 순으로 나타났다. 이해관계자별 반응에서는 외부기업인그룹, 대학생그룹, 교직원그룹 순으로 높게 나타났다.
Abstract
School based enterprise(SBE) aims not only to give the students opportunitiesto practice practical work but also to contribute regional society tosupport small/middle companies. SBE specialized PR/ Advertising is doingbusiness regarding internal communication for University, marketing consultingfor regional companies, and supporting city marketing for regionalcommunity. This study has verified the differences of stakeholder’s responsesabout SBE’s activities. The dependent variables which were used inthis study are corporate reputation, social connectedness, and attitude towardscorporate. The research results showed that company managerswere higher than college students in terms of corporate values, but collegestudents were higher than company managers in terms of attitude towardscorporate. Other result showed that the ranking was internal communication,supporting city marketing, and marketing consulting in terms of SBE’sactivities. Another result showed that the ranking was company managers,college students, and internal employees in terms of stakeholder’sresponses.
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