등록경영을 위한 대학 마케팅 연구

다국어 초록 (Multilingual Abstract)

At present, Korean universities are encountering with the various challenges of the changing higher education market which needs much stronger competitiveness than ever. American universities suffered from decline for the number of students in the middle of 1970' s. They have been heated up marketing activities since then.
It is the best concept in the university marketing that the university and the customer should exchange with their need. The university marketing activities include strategic marketing, marketing research, market segmentation, positioning, marketing mix, assessment etc. Newman compared with the last and the current state of the university marketing activities in America. He surveyed university admission and enrollment management administrators in the whole America. The result of the study, many administrators have changed over the last decade that their main marketing tools are strategic
marketing, advertising, differently the last. Such results can be seen that American university managers have used various marketing tools.
Korean universities are encouraging with strong competitive situation but they can't use various marketing tools. Korean university managers use only advertises for public relations in these days.
Especially, Sookmyung women's university is developing advertising actively. In result, image of the university change for the better.
To make the university management more efficient, the issue of the issue of the marketing for the enrollment is critical areas to the Korean University. Building on the results of these studies, Korean universities should try to use various marketing tools.

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