Journals Information
Universal Journal of Educational Research Vol. 6(1), pp. 195 - 200
DOI: 10.13189/ujer.2018.060121
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Configuring School Image Assets of Colleges in Taiwan
Chia Kun Lee 1,*, Hsin Chu Chen 2
1 Department of Mass Communication, I-Shou University, Taiwan
2 Department of Public Relations and Advertising, Kun Shan University, Taiwan
ABSTRACT
Higher education in Taiwan faces various challenges, such as the low-birth rate, blurred positioning, and lack of marketing concepts. In order to sustain, more effect strategies and actions resource should be implemented to enhance service of the colleges and universities. Therefore, image asset management becomes a critical start. This study aims to identify the image asset management indicators by applying the modified Delphi technique and the analytic hierarchy process. These two methods can retrieve the critical factors out of literature, and configure how they were operated. The study finally developed a three-layer framework of college image asset management, including 5 dimensions, 13 sub-dimensions, and 77 indicators. According to the participants' perspectives, the dimensions of the stakeholder image and student image were on the top priority. Next, among the sub-dimensions, the internal stakeholder image and the brand image had higher priority than the rest.
KEYWORDS
Image Assets, Higher Education, Modified Delphi, AHP
Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Chia Kun Lee , Hsin Chu Chen , "Configuring School Image Assets of Colleges in Taiwan," Universal Journal of Educational Research, Vol. 6, No. 1, pp. 195 - 200, 2018. DOI: 10.13189/ujer.2018.060121.
(b). APA Format:
Chia Kun Lee , Hsin Chu Chen (2018). Configuring School Image Assets of Colleges in Taiwan. Universal Journal of Educational Research, 6(1), 195 - 200. DOI: 10.13189/ujer.2018.060121.