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題名 | 歐盟高等教育行銷之研究:以Erasmus Mundus 2004/08及2009/13為例=Study on the Marketing of Higher Education-- Erasmus Mundus Programme 2004/08 and 2009/13 of European Union |
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作者 | 陳素琴; Chen, Su-chin; |
期刊 | 教育研究與發展期刊 |
出版日期 | 20100900 |
卷期 | 6:3 2010.09[民99.09] |
頁次 | 頁89-113 |
分類號 | 525 |
語文 | chi |
關鍵詞 | 歐盟; 高等教育; 教育行銷; 伊拉斯莫斯世界計畫; EM; European Union; Higher education; Marketing of higher education; Erasmus Mundus Programme; |
中文摘要 | Erasmus Mundus(EM)是歐洲高等教育機構與第三國家進行學術合作與流動之計畫,期望透過該計畫之推展,提升歐洲高等教育品質並促進文化對話與瞭解。本文從教育行銷的觀點探討歐盟如何透過EM2004/08及EM2009/13來競逐全球教育市場版圖。整體而言,在促進流動與合作方面,EM2004/08及EM2009/13之行動方案確實可達成歐盟高等教育機構與第三國家之合作而促進教育品質發展的目標,而透過SWOT分析發現目標對象的需求各不相同,應積極於改善服務缺口,透過不同的行動方案而提供各類課程與合作計畫,從而達成EM2004/08及EM2009/13所追求之「品質、卓越與文化瞭解」的目標,並在EM2004/08執行後進行評鑑並重新整合行動方案與課程成為EM2009/13。不過EM在行銷上值得再討論的是市場區隔定位問題及課程規劃二部分,本文並進一步提出對台灣高等教育發展之啟示。 |
英文摘要 | Erasmus Mundus is a cooperation and mobility programme in the field of higher education that aims to enhance the quality of European higher education and to promote dialogue and understanding between people and cultures through cooperation with Third-Countries. As a whole, different Actions of EM2004/08 and EM2009/13 can achieve the objectives of enhancement of quality. However, the various demands of target analyzed through SWOT suggested the improvement of gaps. By implementing Actions, different programmes and cooperation plans are offered to carry out the marketing strategies to achieve the objectives of quality, excellence and cultural understanding. Evaluations of EM2004/08 are executed afterwards while Actions and programmes are integrated into EM2009/13. Nevertheless, the programmes are worthy of further discussion from the point of view of market segmentation and position as well as their arrangement. Implications relevant to higher education in Taiwan are also pointed out. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。