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

陳素琴
Su-Chin Chen


所屬期刊： 第6卷第3期 「教育政策與制度」
主編：國立高雄師範大學副校長
蔡培村
系統編號： vol022_04
主題： 教育政策與制度
出版年份： 2010
作者： 陳素琴
作者(英文)： Su-Chin Chen
論文名稱： 歐盟高等教育行銷之研究：以Erasmus Mundus 2004/08及2009/13為例
論文名稱(英文)： Study on the Marketing of Higher Education - Erasmus Mundus Programme 2004/08 and 2009/13 of European Union
共同作者：
最高學歷：
校院名稱：
系所名稱：
語文別：
論文頁數： 26
中文關鍵字： 歐盟;高等教育;教育行銷;伊拉斯莫斯世界(EM)計畫
英文關鍵字： European Union (EU); higher education; marketing of higher education; Erasmus Mundus Programme
服務單位： 國立臺南大學教育經營與管理研究所博士候選人
稿件字數： 13622
作者專長： 高等教育
投稿日期： 2010/3/6
論文下載： pdf檔案icon
摘要(中文)： 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。
摘要(英文)： 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.
參考文獻： 林郡妙(2006)。全球中文熱！外籍生來台七成欲學中文。2010年6月9日，取自http://media.career.com.tw/epaper/enews/center_news.asp?no3=28388
莊勝義(2007)。面對全球化與市場化的高等教育。教育資料與研究雙月刊，79，61-88。
許長田(1999)。行銷學：競爭、策略、個案。台北市：揚智文化。
游逸瑋、林宜嫈、蔡孟君(2006)。溝通全世界看我的，師大語文中心溝通國際先修班。2010年6月9日，取自http://forums.chinatimes.com/report/campus/ htm/95121801.html
湯堯(2000)。學校經營管理策略：大學經費分配、募款與行銷。台北市：五南。
黃俊英(1997)。行銷學。台北市：華泰。
楊東震(2005)。非營利事業行銷。台北縣：新文京開發。
榮泰生(2001)。行銷學。台北市：五南。
蓋浙生(2004)。台灣高等教育市場化政策導向之檢視。教育研究集刊，52(2)，29-51。
戴曉霞(1999)。市場導向及其對高等教育之影響。教育研究集刊，42，233-254。
戴曉霞(2002)。全球化及國家/市場關係之轉變：高等教育市場化之脈絡分析。載於戴曉霞、莫家豪、謝安邦(主編)，高等教育市場化：台、港、中趨勢之比較(頁4-39)。台北市：高等教育。
ACA (2005a). Perceptions of European Higher Education in Third Countries-Country Report Mexico. Retrieved June 1, 2010 from http://ec.europa.eu/education/ programmes/mundus/doc/mexico.pdf
ACA (2005b). Perceptions of European Higher Education in Third Countries- Final Report. Retrieved June 1, 2010 from http://ec.europa.eu/education /programmes/mundus/doc/acareport.pdf
ACA (2005c). Perceptions of European Higher Education in Third Countries-China Country Report. Retrieved June 1, 2010 from http://ec.europa.eu/education/ programmes/mundus/doc/china.pdf
ACA (2005d). Perceptions of European Higher Education in Third Countries-Country Report India. Retrieved June 1, 2010 fromhttp://ec.europa.eu/education/programmes/mundus/doc/india.pdf
ACA (2005e）. Perceptions of European Higher Education in Third Countries-Country Report Brazil. Retrieved June 1, 2010 from http://ec.europa.eu/education/programmes/mundus/doc/brazil.pdf
ACA (2005f）. Perceptions of European Higher Education in Third Countries-Country Report Russia. Retrieved June 1, 2010 from http://ec.europa.eu/education/ programmes/mundus/doc/russia.pdf
ACA (2005g）. Perceptions of European Higher Education in Third Countries-Country Report Thailand. Retrieved June 1, 2010 from http://ec.europa.eu/education/ programmes/mundus/doc/thailand.pdf
Centre for Strategy & Evaluation Service (2007). Interim Evaluation of Erasmus Mundus, Final Report. Directorates-General for Education and Culture.
Clark, B. R. (1998). Creating Entrepreneurial Universities: Organizational Pathways of Transformation. Oxford and New York: Published for the IAU Press by Pergamon Press.
Commission of the European Communities (2001). Communication from the commission to the European Parliament and the Council on Strengthening Cooperation with Third Countries in the Field of Higher Education. Brussels, 18. 7. 2001., COM(2001) 385 final.
EACEA (2009a). Who can participate? Retrieved June 6, 2010 from http://eacea.ec.europa.eu/erasmus_mundus/programme/who_participate_en.php
EACEA (2009b). Action 1-Erasmus Mundus Joint Doctorates (EMJDs). Retrieved June
7, 2010 from http://eacea.ec.europa.eu/erasmus_mundus/results_compendia/ selected_projects_action_1_joint_doctorates_en.php
EACEA (2010a). About Erasmus Mundus 2009-2013. Retrieved June 6, 2010 from http://eacea.ec.europa.eu/erasmus_mundus/programme/about_erasmus_mundus_en.php
EACEA (2010b). FAQ: General questions about Erasmus Mundus. Retrieved March 4, 2010 from http://eacea.ec.europa.eu/erasmus_mundus/tools/faq_questions_en.php
EACEA (2010c). Action 1 - Erasmus Mundus Masters Courses (EMMCs). Retrieved June 7, 2010 from http://eacea.ec.europa.eu/erasmus_mundus/results_compendia/ selected_projects_action_1_master_courses_en.php
EACEA (2010d). Action 1 - Erasmus Mundus Joint Doctorates (EMJDs). Retrieved June 7, 2010 from http://eacea.ec.europa.eu/erasmus_mundus/results_compendia/ selected_projects_action_1_joint_doctorates_en.php
Europa (n.d). What is Erasmus Mundus? Retrieved March 11, 2006 from http://europa.eu.int/comm/education/programmes/mundus/index_en.html
Europa(2005). EU’s Higher Education achievements and challenges: Frequently Asked Questions (FAQ). Retrieved April 17, 2010 from http://europa.eu/rapid/ pressReleasesAction.do?reference=MEMO/05/133&forma=HTML&aged=0&language=EN&guiLanguage=en
Europa(2008). Cooperation with Third Countries. Retrieved June 6, 2010 from http://ec.europa.eu/education/lifelong-learning-policy/doc38_en.htm
European Commission(2008). Higher Education in Europe. Retrieved June 6, 2010 from http://ec.europa.eu/education/lifelong-learning-policy/doc62_en.htm
European Union (2002). Consolidated version of the Treaty on European Union. Retrieved June 6, 2010 from http://www.unizar.es/euroconstitucion/library /historic%20documents/Nice/Treaty%20of%20Nice_consolidadted%20versions.pdf
Gibbs, P. & Knapp M.(2002). Marketing Higher and Further Education. London: Kogan Page.
Kirkwood-Tucker, Toni Fuss (2004). Toward a European Model of Higher Education. European Education, 36(3), pp.51-69.
Kolter, P. & Armstrong, G. (2006). Principles of Marketing (11th ed). New Jersey: Pearson Prentice-Hall.
Lovelock, Christopher & Wirtz, Jochen (2007). Services Marketing: People, Technology, Strategy(6th edition). New Jersey: Pearson Prentice Hall.
Parasuraman, A., V., A. Ziethaml & L. L. Berry (1985). A Conceptual Model of Service Quality and Its Implications for Further Research. Journal of Marketing, 49, 44-50.