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The Survey on the University Marketing Activity: The Analysis of the Internal Resources and the External Environment

Research Project

Project/Area Number 12610292
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeSingle-year Grants
Section一般
Research Field Educaion
Research InstitutionUniversity of Hamamatsu

Principal Investigator

TABEI Jun  University of Hamamatsu, Faculty of International Economics, assistant professor, 国際経済学部, 助教授 (50267861)

Co-Investigator(Kenkyū-buntansha) KURISU Jyun  Kokushikan University, Faculty of Letters, assistant professor, 文学部, 助教授 (20215057)
OMORI Masayuki  Meiji University, School of Political Science & Economics, assistant professor, 政治経済学部, 助教授 (40267860)
SUZUKI Takamitsu  University of Hamamatsu, Faculty of International Economics, assistant professor, 国際経済学部, 助教授 (50281457)
Project Period (FY) 2000 – 2002
Project Status Completed (Fiscal Year 2002)
Budget Amount *help
¥2,200,000 (Direct Cost: ¥2,200,000)
Fiscal Year 2002: ¥500,000 (Direct Cost: ¥500,000)
Fiscal Year 2001: ¥1,100,000 (Direct Cost: ¥1,100,000)
Fiscal Year 2000: ¥600,000 (Direct Cost: ¥600,000)
KeywordsMarketing / Internal Resources / External Environment / 大学組織 / マーケティング活動 / 内部資源分析 / 外部環境分析 / 国際化
Research Abstract

This study describes the survey of the university marketing activity carried out after conducting the research on the theories on this field. The survey has been based on the questionnaires sent out in 2001 to all the private universities in Japan. The survey presents the following trends and problems:
1. The universities with better internal resources hold more efficient marketing activities
2. Their policies on the internationalizaion tend to divide the universities in Japan into two groups: one with the international policy and one with nothing but the domestic policy. Statistics show larger-scale universities come into the former while smaller-scale universities come into the lattes
3. The university executives in Japan still disregard their mission statement, and besides, they sometimes mistake it for practical marketing strategy or tactics
4. Since in the internal resources and the external environment the universities are quite different from each other, further surveys on each of them are required

Report

(4 results)
  • 2002 Annual Research Report   Final Research Report Summary
  • 2001 Annual Research Report
  • 2000 Annual Research Report
  • Research Products

    (11 results)

All Other

All Publications (11 results)

  • [Publications] 田部井 潤: "私立大学のマーケティング活動の分析-単純集計結果から-"国際経済論集(浜松大学). 第8巻 第2号. 145-167 (2001)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 田部井 潤: "私立大学とマーケティング-大学の内部資源と外部評価の関係から-"国際経済論集(浜松大学). 第9巻 第1号. 55-58 (2002)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 田部井 潤: "私立大学の国際化とマーケティング"国際経済論集(浜松大学). 第9巻 第2号. 147-152 (2002)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Jun Tabei: "An Analysis of Marketing of Private University"Journal of International Economics. 8 No.2. 145-167 (2001)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Jun Tabei: "Praivate University and Marketing"Journal of International Economics. 9 No.1. 55-58 (2002)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Jun Tabei: "Internationalization and Marketing of Private University"Journal of International Economics. 9 No.2. 147-152 (2002)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 田部井 潤, 鈴木孝光: "私立大学マーケティング-大学の内部資源と外部評価の関係から-"国際経済論集. 第9巻第1号. 55-58 (2002)

    • Related Report
      2002 Annual Research Report
  • [Publications] 田部井 潤, 鈴木孝光, 栗栖淳: "私立大学の国際化とマーケティング"国際経済論集. 第9巻第2号. 147-152 (2002)

    • Related Report
      2002 Annual Research Report
  • [Publications] 田部井 潤, 鈴木孝光, 栗栖淳: "私立大学の国際化とマーケティング戦略"異文化間教育学会第23回大会発表抄録. 122-123 (2002)

    • Related Report
      2002 Annual Research Report
  • [Publications] 田部井 潤, 鈴木孝光, 栗栖淳: "私立大学のマーケティング(2)-定量・ミッションステートメントの分析結果から-"日本教育社会学会第54回大会発表要旨集録. 116-119 (2002)

    • Related Report
      2002 Annual Research Report
  • [Publications] 田部井 潤, 鈴木孝光: "私立大学マーケティング活動の分析-単純集計の結果から-"国際経済論集. 第8巻第2号. 145-154 (2001)

    • Related Report
      2001 Annual Research Report

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Published: 2000-04-01   Modified: 2016-04-21  

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