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題名：歐盟高等教育行銷之研究：以Erasmus Mundus 2004/08及2009/13為例
書刊名：教育研究與發展期刊
作者：陳素琴
作者(外文)：Chen, Su-chin
出版日期：2010
卷期：6:3
頁次：頁89-113
主題關鍵詞：歐盟；高等教育；教育行銷；伊拉斯莫斯世界計畫；EM；European Union；Higher education；Marketing of higher education；Erasmus Mundus Programme
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:142
  • 點閱點閱:94
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。
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.
期刊論文
1.Kirkwood-Tucker, Toni Fuss(2004)。Toward a European Model of Higher Education。European Education，36(3)，51-69。  new window
2.蓋浙生(20040600)。臺灣高等教育市場化政策導向之檢視。教育研究集刊，50(2)，29-51。new window  延伸查詢new window
3.戴曉霞(19990100)。市場導向及其對高等教育之影響。教育研究集刊，42，233-254。new window  延伸查詢new window
4.莊勝義(20071200)。面對全球化與市場化的高等教育。教育資料與研究，79，61-88。new window  延伸查詢new window
5.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
研究報告
1.Centre for Strategy、Evaluation Service(2007)。Directorates-General for Education and Culture。  new window
2.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。  new window
3.ACA(2005)。Perceptions of European Higher Education in Third Countries-Country Report Mexico。  new window
4.ACA(2005)。Perceptions of European Higher Education in Third Countries-Final Report。  new window
5.ACA(2005)。Perceptions of European Higher Education in Third Countries-China Country Report。  new window
6.ACA(2005)。Perceptions of European Higher Education in Third Countries-Country Report India。  new window
7.ACA(2005)。Perceptions of European Higher Education in Third Countries-Country Report Brazil。  new window
8.ACA(2005)。Perceptions of European Higher Education in Third Countries-Country Report Russia。  new window
9.ACA(2005)。Perceptions of European Higher Education in Third Countries-Country Report Thailand。  new window
10.Centre for Strategy & Evaluation Service(2007)。Interim Evaluation of Erasmus Mundus, Final Report。  new window
圖書
1.Clark, B. R.(1998)。Creating entrepreneurial Universities: organizational patheways of transformation。Oxford：Pregamon and Elsevier Science。  new window
2.楊東震(2005)。非營利事業行銷。臺北縣：新文京。  延伸查詢new window
3.榮泰生(2001)。行銷學。台北市：五南圖書出版有限公司。  延伸查詢new window
4.Gibbs, P.、Knapp, M.(2002)。Marketing Higher and Further Education。London：Kogan Page。  new window
5.Lovelock, C.、Wirtz, J.(2007)。Services Marketing: People, Technology, Strategy。New Jersey：Pearson International-Pearson。  new window
6.Kotier, Philip、Armstrong, Gary(2006)。Principles of Marketing。Upper Saddle River, NJ：Pearson prentice Hall。  new window
7.許長田(1999)。行銷學：競爭、策略、個案。揚智文化。  延伸查詢new window
8.黃俊英(1997)。行銷學。台北：華泰書局。  延伸查詢new window
9.湯堯(20010000)。學校經營管理策略：大學經費分配、募款與行銷。臺北：五南。new window  延伸查詢new window
其他
1.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，http://forums.chinatimes.com/report/campus/htm/95121801.html， 20100609。  延伸查詢new window
2.林郡妙(2006)。全球中文熱！外籍生來台七成欲學中文，http://media.career.com.tw/epaper/enews/center_news.asp?no3=28388， 20100609。  延伸查詢new window
3.Europa。What is Erasmus Mundus?，http://europa.eu.int/comm/education/programmes/mundus/index_en.html， 20060311。  new window
4.Europa(2005)。EU's Higher Education achievements and challenges: Frequently Asked Questions (FAQ)，http://europa.eu/rapid/pressReleasesAction.do?reference=MEMO/05/133&forma=HTML&aged=0&language=EN&guiLanguage=en， 20100417。  new window
5.Europa(2008)。Cooperation with Third Countries，http://ec.europa.eu/education/lifelong-learning-policy/doc38_en.htm， 20100606。  new window
6.European Commission(2008)。Higher Education in Europe，http://ec.europa.eu/education/lifelong-learning-policy/doc62_en.htm， 20100606。  new window
7.European Union(2002)。Consolidated version of the Treaty on European Union，http://www.unizar.es/euroconstitucion/library， 20100606。  new window
8.EACEA(2010)。About Erasmus Mundus 2009-2013，http://eacea.ec.europa.eu/erasmus_mundus/programme/about_erasmus_mundus_en.php， 20100606。  new window
9.EACEA(2010)。FAQ: General questions about Erasmus Mundus，http://eacea.ec.europa.eu/erasmus_mundus/tools/faq_questions_en.php， 20100304。  new window
10.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。  new window
11.EACEA(2009)。Who can participate?，http://eacea.ec.europa.eu/erasmus_mundus/programme/who_participate_en.php， 20100606。  new window
12.EACEA(2009)。Action 1-Erasmus Mundus Joint Doctorates (EMJDs)，http://eacea.ec.europa.eu/erasmus_mundus/results_compendia/selected_projects_action_1_joint_doctorates_en.php， 20100607。  new window
13.EACEA(2010)。Action 1 - Erasmus Mundus Masters Courses (EMMCs)，http://eacea.ec.europa.eu/erasmus_mundus/results_compendia/selected_projects_action_1_master_courses_en.php， 20100607。  new window
14.EACEA(2010)。Action 1 - Erasmus Mundus Joint Doctorates (EMJDs)，http://eacea.ec.europa.eu/erasmus_mundus/results_compendia/selected_projects_action_1_joint_doctorates_en.php， 20100607。  new window
圖書論文
1.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。高等教育市場化：台、港、中趨勢之比較。高等教育。  延伸查詢new window
 
 
 
 
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