Marketing Effectiveness In Colleges Of Technology And Vocation

The main purpose of this study was to investigate marketing practices and their effectiveness in china's college of technology and vacation. Through is job, the version of marketing in china's clloges of technology and vacation can be inspired, with the traditional administration in school transformed; on the other hand, the deeply-rooted problems can be exposed which is helpful to win more market and far-reaching development.The study was conducted in a public college in Zhejiang. Six administrators and a recruitment leader was interviewed to learn their attitude toward 'School marketing' and the marketing practices in the selected college. And the questionnaire data was collected from 400 freshmen in the selected college, which concluded the importance of criteria in college choice, marketing intensity and usefulness of recruitment activity, marketing intensity and students' knowledge of institution, personal influence on college choice, and college image.Analysis indicated that the selected college had strong marketing vision, although had not use the conception of marketing formally yet, it practiced such idea in the daily grind. But the marketing practices in selected college were not integrated completely; and the marketing information was not sufficient while the strategical orientation was absent. In conclusion, the marketing effectiveness in selected college was not good.Abased the conclusion of the study, advice was given to china's college of technology and vacation on consumer-oriented marketing idea, integrated marketing practices, sufficient information, strategy and efficiently conduct.