한국침례신학대학교 도서관

A Strategic marketing plan for San Marcos Baptist Academy (Texas)

주기사항: Source: Dissertation Abstracts International, Volume: 63-03, Section: A, page: 0980.

학위논문주기: Thesis (D.Min.)--Fuller Theological Seminary, Doctor of Ministry Program, 2002.

초록/해제: 요약 : The purpose of this Ministry Focus Paper is to develop a theologically and strategically sound marketing plan for San Marcos Baptist Academy that will increase enrollment and retention.

초록/해제: 요약 : San Marcos Baptist Academy (SMBA) is a 94-year-old day and boarding secondary school that is operated under the patronage of the Baptist General Convention of Texas. Historically SMBA has primarily operated as a boarding school. Current student enrollment only fills 65% of the boarding student capacity. Total student enrollment has declined from the year before in ten out of the last fifteen school years. Boarding student enrollment has remained the same or declined in thirteen of the last fifteen years. Fifteen years ago the total enrollment was 342 and 318 of the students were boarding students. By contrast, the 2000–2001 school year enrollment is 280 and 202 are boarding students.

초록/해제: 요약 : While SMBA has not changed significantly in focus, programming, or marketing, the education market has changed significantly. Education reform has created greater awareness of educational issues and thus created a more discerning and demanding marketplace. The explosive growth of private schools has multiplied the number of educational alternatives. This complex and competitive education market requires a new strategic plan for marketing SMBA.

초록/해제: 요약 : This paper will be divided into three sections. The first section will offer an in-depth analysis of the school and the external environment. The external environment analysis will highlight the educational needs that form market opportunities for secondary schools such as SMBA. Analyzing the strengths and weaknesses of SMBA will provide the information for selecting which market opportunities fit SMBA.

초록/해제: 요약 : The second section will present the theological underpinnings for marketing the school. The theological foundations for SMBA will examine the biblical and theological rationale for the ministry SMBA seeks to provide. This section will also focus on how the theology and philosophy of marketing will be foundational in determining a marketing strategy.

초록/해제: 요약 : The third section will set forth the strategic plan for marketing SMBA. A marketing position will be selected by examining needs in the marketplace, needs already met by other schools, and needs which match the current mission and strengths of SMBA. This section will also outline how the school will need to adjust to effectively serve the selected market. Finally, this section will present a strategy for communicating with the selected market.

초록/해제: 요약 : The goal of this paper is to provide a strategic marketing plan that will enable SMBA to increase enrollment and to operate more effectively.