마케팅 개념에 의한 평생교육 참여현상의 이해
Understanding adults' participation in lifelong education with a marketing concept
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평생교육 영역에서 참여 현상은 활발한 연구가 이루어진 주제 가운데 하나이다. 지금까지 평생교육 참여 현상에 대한 연구들은 참여결정의 최종 의사결정의 주체로서 학습자를 중심으로 이루어져 온 것이 대부분이었다. 본 연구에서는 학습자 중심의 설명을 넘어서서 참여 현상을 학습자와 교육 제공자간의 관계성에 주목하여 살펴보았으며, 이러한 맥락에서 마케팅 개념(marketing concept)을 바탕으로 하여 평생교육 참여 현상을 분석하고 교육 제공자의 역할을 조명하였다. 마케팅 개념을 토대로 하였을 때, 교육 참여 현상이란 교육 제공자인 평생교육기관과 수요자인 학습자가 상호 추구하는 가치의 교환 활동으로 정의될 수 있으며, 교육 제공자의 입장에서 가치교환 활동을 촉진하고 지속하기 위해서 시도하는 노력들을 마케팅 활동으로 규정하게 된다.
Abstract
Understanding Adults' Participation in Lifelong Education with a Marketing Concept Participation in various adult education opportunities is one of intriguing issues in the field of lifelong education. While concentrating on the relationship between education providers and learners, this study suggests a perspective on adults' participation in education by adopting the marketing concept. As any social practice is meant to exchange values from the marketing perspective, adults' participation in education can also be regarded as the exchange process of values especially between education providers and learners. Hence, highlighting either visible or invisible process of value exchange between the two parts is critical to grasp the nature of adults' participation, and predict whether a learner keep participating in learning opportunities or dropping out from them. On the basis of the marketing concept, attention could be paid to the role of adult educators who provide learning opportunities in which learners would participate. In this sense, this study can be helpful for adult educators to seek proper strategies for facilitating and motivating adults' participation in learning opportunities.
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