The purpose of this research was to discuss how Taiwanese higher institutions, having faced with the challenges of declining birth rate, evaluate their marketing plans under current situations and coordinate relevant strategic activities. This study conducted several interviews. Hopefully, the impact of marketing concept adopted by higher institutions to engage recruitment would be explored, be it on the faculty or on students.
After data analysis, this research obtained the following conclusion: (1) In general, all colleges using the marketing-oriented strategy can attract student to apply to schools, however, too much publicity will lead to a reduced image perception from students; (2) Facing the impact of declining birth rate, all colleges reorganized academic departments to enhance competitiveness, however, teaching effectiveness and quality suffered by not having necessary supportive initiatives along with the reorganization; (3) Facing the impact of declining birth rate, faculty’s awareness of the crisis had gone, however, low morale ensued from cutting down the number of faculty members.
Finally, recommendations regarding institutional management and development, recruitment strategies, and other related administrative policies under the challenges of declining birth rate were proposed in this study. Hopefully, the recommendations would be helpful to all the universities and colleges in the future.