대학마케팅의 빅데이터 도입에 관한 연구: 육군사관학교의 대학이미지 분석을 중심으로

Abstract

In a competing environment of college marketing activities, analyzing university image that consumers perceive is the basis of future marketing strategy and one of the most important activity. However, compared with the importance of the university image analysis, the research method stays in the trend of the early 2000s when universities just started marketing activities and tends to be treated somewhat unimportantly. In particular, the research methods of college image are still in the questionnaire, which is contrast to many firms using big data analysis as well as classic survey method to investigate companies, products, and brand images that consumers perceive.　　　 In this regard, we conducted university image analysis utilizing social media big data as one of initiatives into university marketing. We also conducted a direct analysis through the opinion mining and do an indirect analysis through the social matrix analysis regarding twitter and blog in the R environment. The result of the analysis shows that KMA is stronger in their research-oriented image and the carrier path after graduation from KMA is less positive than that of the police academy. We expect that this study will be a good basis for a future study by suggesting a big data analysis technique rather than a questionnaire as a research tool for analyzing university image in college marketing.