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    Title: 台北縣國民小學課程行銷之研究
    Other Titles: A study of curriculum marketing in elementary schools of Taipei county
    臺北縣國民小學課程行銷之研究
    Authors: 鄭玉鈴;Cheng, Yu-ling
    Contributors: 淡江大學教育政策與領導研究所碩士班
    歐用生;Ou, Yang-sheng
    Keywords: 課程行銷;curriculum marketing
    Date: 2006
    Issue Date: 2010-01-11 00:20:48 (UTC+8)
    Abstract: 本研究旨在瞭解台北縣國民小學課程行銷的現況及可行策略。採用「國小課程行銷現況調查問卷」,針對台北縣207所公立國民小學進行調查,輔以訪談。最後依據主要研究發現,提出結論與建議。
    一、結論
    (一)課程行銷的理念多由校長引入,課程產品研發多由教務主任推動。
    (二)課程行銷動機多因為促進教師專業發展。
    (三)課程行銷的推動過程有賴不斷的對話;推動的困境是目標難訂定,成效難評斷。
    (四)課程行銷的產品型態以學習領域及學校本位課程為主。
    (五)產品策略能掌握創新原則,惟缺乏主動聯繫可供諮詢的單位。
    (六)成本策略能掌握前瞻原則,透過多元的管道爭取資源。
    人力資源策略能掌握雙贏原則,兼顧休閒與專業發展的進修活動。
    (七)倡導與告知策略能藉助科技的力量,開創正面訊息和有效傳播。
    (八)課程行銷面臨最大的困境為缺乏經費及時間不足。
    (九)課程行銷的主要成效是獲得家長支持並引入教育資源、增進學生的學習成效、吸引新生入學及外界參訪。

    二、建議
    (一)對台北縣教育局的建議
    1.宜將課程行銷成果作為校務評鑑指標之一,供學校作為改進的參照,也展現努力的成果。
    2.宜提供資源補助各類型學校,特別關切第一類型學校及第四類型學校。
    3.宜持續辦理課程研發的相關競賽,形成常態性的機制。
    4.宜積極管理教師研習情形,可納入教師評鑑的指標。
    5.宜提高偏遠學校或第四類型學校的教師員額編制,減輕教師工作負擔。
    6.宜採持續漸進的課程改革,方可帷幄未來。
    (二)對台北縣國小的建議
    1.考量課程行銷目標的面向可採「市場滲透」、「市場開發」、「產品開發」。
    2.激發非同凡想的創意進行課程產品研發。
    3.提供兼具諮詢、對話、教學資源的課程平台。
    4.建立多元的人脈,累積多元的資源。
    5.開發男性義工市場,研擬義工擔任教學伙伴的具體辦法。
    6.跨越學校圍牆,運用資訊科技的力量,暢通倡導與告知管道。
    The goal of this study is to understand the condition and feasible strategies of curriculum marketing in elementary schools of Taipei county. This study adopts “The
    questionnaire of the condition of curriculum marketing in elementary schools”, and invests 207 public elementary schools in Taipei County and then interview their
    principles. At last, propose the conclusions and suggestions according to main research findings.
    1.Conclusions
    (1) The idea of curriculum marketing is mostly led by the principles. The development of curriculum product is mostly set into action by the directors of academic affairs.
    (2) The motivation of curriculum marketing is mostly to promote professional development of teachers.
    (3) The process of setting curriculum marketing into action depends on communicating constantly. The difficulty of setting it into action is hard to set up the goal and evaluate the effect.
    (4) The types of curriculum marketing’ product are the field of study and school-based curriculum.
    (5) The strategy of product can have the creative principles in hand, but it doesn’t have consultative organization to contact actively.
    (6) Cost strategy can have foresighted principles in hand and strive for resources through diversity of methods.
    (7) Human resource strategy can have win-win principles in hand, and have leisure and professional development of further activities.
    (8) Proposing and informing strategy can create positive information and disseminate effectively by technology.
    (9) The difficulty of curriculum marketing is short of fund and time.
    (10) The main effects of curriculum marketing are acquiring the parents’ support, leading into educational resources, promoting the learning effect of students and attracting new students to enroll and people who are out of schools to visit schools.
    2.Suggestions
    (1)Suggestions to department of education of Taipei County Government
    a. They should take the outcomes of curriculum marketing as the indicator of academic affairs evaluation for schools as reference to improve and show their outcomes.
    b. They should provide resources to every type of schools, especially type 1 and type 4 schools.
    c. They should held related competitions of curriculum development, and let it become a regular activity.
    d. They should manage the situation of teachers’ further study actively, and adopt it to be the indicator of teacher evaluation.
    e. They should raise the number of educational personnel in outlying schools or type 4 schools to reduce the work loading of teachers.
    f. They should adopt constant and evolutionary curriculum reform, then they can have a successful future.
    (2) Suggestions to the elementary schools in Taipei County
    a. They should consider adopting “market infiltration”, “market development” and “product development” as the methods of curriculum marketing.
    b. They should encourage different originality to proceed the development of curriculum product.
    c. They should provide curriculum platform which can consult, dialogize and have teaching resources.
    d. They should establish diversity connections and accumulate diversity resources.
    f. They should develop the market of male volunteers and draw up concrete ways to let the volunteers to be the partners of teaching.
    g. They should use the power of information technology and unclog the ways of initiation and notification.
    Appears in Collections:[教育政策與領導研究所] 學位論文

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