내부마케팅에 의한 대학평생교육기관 경영

Abstract

대학평생교육기관이 처해 있는 경쟁 환경으로 인하여 다양한 경영전략을 도입할 필요성이 제기되고 있으며, 그 필요성은 마케팅 활동에 집중되고 있다. 특히 새로운 흐름의 마케팅 접근방법인 관계마케팅을 대학평생교육기관에 도입하자는 논의가 시작되고 있다. 본 논문에서는 관계마케팅의 성공적 도입을 위한 사전 요인으로서 내부마케팅의 내용을 살펴보고 대학평생교육기관에의 적용 방안을 탐색하고자 하였다. 이를 위해 관계마케팅의 개념과 성공요인, 내부마케팅의 개념과 구성요소, 대학평생교육기관에서의 내부마케팅 필요성, 대학평생교육기관에서의 내부마케팅 적용방안 등을 살펴보았다.

Recently 'marketing' has appeared as a new important factor in the practice of the university continuing education institutions. In particular, there is an emphasis on 'relationship marketing' which is a new paradigm in marketing. In this paper, the author investigated internal marketing as a requisite for relationship marketing in university continuing education institutions. For this, the concept of relationship marketing and the success factors of relationship marketing, the concept of internal marketing and the elements of internal marketing, the need for internal marketing in university continuing education institutions, and the possibility of application for internal marketing in university continuing education institutions were probed. The major suggestions of this paper are summarized as follows. First, in university continuing education institutions, it is need to gain a communication route to university administration and to make up various methods for communiction with members. Second, it is recommended to make university continuing education institutions into a learning organization. Third, it is emphasized that compensation system should be based on valid evaluation system.