Twenty first century is an era of knowledge economy which aims at customer-oriented marketing. Knowledge economy by teamwork innovation is the mutual target of enterprise and educational institution. Therefore, it is imperative to dominate the power of knowledge to arouse the value of innovation and promote core competence. Innovation is a purposive and regular activity which can create more additional value. Nowadays information changes so swiftly that innovation is already a critical factor of how an enterprise survives and develops in the long-run future. Marketing strategy becomes the best approach to successfully provide services for target consumers and take a stand on the target market. Now educational institutions confront with by severe competition of globalization. Consequently, decision makers must adopt various innovation and marketing strategies when dealing with changes and uncertainty from internal and external environment to surpass opponents and lead an organization to a new niche territory.
Due to the increasing importance of innovation management and marketing of educational institution, this study chooses one private high school in Tao-yuan County as an example to discuss operating conditions of innovation management of educational institution and marketing strategies by using case study, interview, authentic observation and document classification. The content includes innovation management of educational institution, developmental situation of marketing strategies, significance cognition, attitude, actual operating conditions and dilemmas.
The content of innovation management of educational institution involves multiple perspectives such as administration innovation, curriculum and teaching profession innovation, facilities resources innovation, atmosphere and culture of educational institution innovation, public relationship innovation, information technology innovation and so on. Otherwise, marketing strategies also contain internal, external and interactive marketing. Additionally, the 5P marketing strategy represents product, price, people, place, and promotion. This study is based on this case and will classify and compare innovation management and marketing strategies to generalize related improvement methods for this school to promote competence. Other homogeneous educational institutions can take these as reference when developing school management.