대학 홍보요인의 인식경로가 대학의 지원과 선택에 미치는 영향에 관한 연구
A Study on the Effects of the effect of University Advertising and Realization on to Apply and Choice
2
조회
0
다운로드
7
인용
0
참고문헌
키워드
초록
Purpose: The purpose of this study is to find that university advertising and PR which are five factors influence on prep students are choosing university. Methods: The collected data through the survey using causal effect relationship. Results: The results of this study are as follows; First university advertising positive influence on choosing university. Especially, high school visiting and recommend of home room teacher are strong influence on the university choosing Conclusion: Today, regional universities are now intense competition between schools to attract students. Thus they must suggest short-and long-term strategy, vision of university, IEP, industrial-educational cooperation, international program and others for prep students through university advertising and PR.
Abstract
Purpose: The purpose of this study is to find that university advertising and PR which are five factors influence on prep students are choosing university. Methods: The collected data through the survey using causal effect relationship. Results: The results of this study are as follows; First university advertising positive influence on choosing university. Especially, high school visiting and recommend of home room teacher are strong influence on the university choosing Conclusion: Today, regional universities are now intense competition between schools to attract students. Thus they must suggest short-and long-term strategy, vision of university, IEP, industrial-educational cooperation, international program and others for prep students through university advertising and PR.
참고문헌 (18)
- Bagozzi, R. P., "On the Evaluation of Structural Equation Models", Journal of the Academy of Marketing Science, 16(1), pp.74~94 (1998)
- Burke, "Public Policies and Practices of Wisconsin High School Districts" (1963), University of Wisconsin Press
- Cha, Youngran, "A study on the application of various communication media in University Public Relations", Korean Academic Society for Public Relations, 5(2), pp.128~155 (2001)
- Jeong, Hyunju., "A Study on Public Relations of Korean Universities", 석사, pp.2012
- Kang, Byungseo., "The Research Methodology for Casual Analysis" (2002), Mu Yug Gyung Yung press
- 김희정, "대학의 대언론홍보에 관한 연구:대학 보도자료의 지역 신문 보도 경향을 중심으로", 언론과학연구, 6(3), pp.141~178 (2006), 한국지역언론학회
- Ko, Kyungsun, "An Empirical Study on Factors Affecting the University Image with Major Focus on Private Universities in the Pusan Area", Theses Collection, 10(1), pp.465~532 (1992)
- Lee, Hoonyoung., "SPSS Data Analysis" (2006), Chung Ram Press
- Lee, Hyunou., "An investigation of Korean university PR with major emphases on the structure and functions of university PR offices", Korean Society for Journalism & Communication Studies, (Spring), pp.342~365 (2000)
- Lee, Yonghak., "A Measure of Evaluative Criteria of University Image and the Image Positioning Strategies", Kobaco, 53(Spring), pp.159~183 (2003)
- Lee, Yongki, "A Causal Analysis of the Influencing Factors and Consequences of Market Orientation in Junior Colleges", Korean Management Review, 27(3), pp.729~757 (1988)
- "Ministry of Education & Human Resources Development" (2002)[URL]
- Philip, K., "Strategy for Educational Institutions" (1985), Prentice-Hall
- "Statistics Korea" (2012)[URL]
- Yoo, Jong Sook, "An Analysis on University PR Research in Korea: Research Tendency and Critical Review in Recent 13 Years", Korean Association for Advertising and Public Relations, 5(2), pp.28~68 (2003)
- Yoo, Taeyong, "Model Development for Measuring University Image", Korean Journal of Industrial and Organizational Psychology, 10(2), pp.30~53 (1997)
- Yun, Jihyun, "Study on the effect of National Press Report on University Choice", 석사, pp.2009
- Wulf, K., "Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration", Journal of Marketing, 65(4), pp.33~50 (2001)