第一屆香港校長(zhǎng)研討會(huì)

1、第一屆香港校長(zhǎng)研討會(huì)E21 直資學(xué)校與家長(zhǎng)講者：陳家偉校長(zhǎng)直資學(xué)校與家長(zhǎng)直資學(xué)校的資助是按照收生人數(shù)的多寡而訂，因此,家長(zhǎng)是否願(yuàn)意報(bào)讀,是直資學(xué)校的關(guān)鍵。家長(zhǎng)可以是學(xué)校的助力，也可以是阻力，因此怎樣與家長(zhǎng)溝通,建立優(yōu)良的家校合作之化最為重要。家長(zhǎng)是學(xué)校最佳的親善大使，他們的口碑可以提升校譽(yù)。另外，家長(zhǎng)報(bào)讀直資學(xué)校不受校網(wǎng)限制，但除了讓他們行使選擇權(quán)(parental choice)外，還要給空間他們參與(parental participation) 建立校本管理的文化。PPhilosophyPolicyPowerParticipatePartnerPromisePlanProcessProg

2、ramProudRResourceResistantRelationshipRightResponseRewardingParentsStudentsTeachersOthersClose SystemOpen SystemResources 開(kāi)源FreeFlexibleUnlimited財(cái)與才Financial resources expertiseInternal Communication Image P.R.Public relations (PR) is a deliberate, planned and sustained effort to establish and maint

3、ain mutual understanding between an organization and its public.ImageIt has been estimated that enhancing or building up a schools image takes five to ten years depending on how well known it is, but its deterioration can be rapid because of a short burst of adverse publicity.ImageA schools image is

4、 the result of the interaction of all experiences, impressions, beliefs, feelings and knowledge people have about it and involves reinforcing positive messages about the institution itself.Pupils are often a schools best PR agentInternal marketings communicationThe success of a schools marketing is

5、critically dependent upon the effectiveness of its internal communicationStaff are key participants in public relations and personal selling and fund-raising.Pupils are the schools ambassadors and represent in effect its end product.Parent contribute to school marketing in a variety of ways, word-of

6、-month recommendation, actively supporting school events and offering professional expertise when required. LeadershipConstant innovationCare of customersPeopleorientationCorporation leadership should at the same time be externally focused, and remain adaptive and sensitive to market and environment

7、 alike. This means that people at all levels in the organization should spend time listening to, empathizing and staying in touch with customers, distributors and innovators alike.Peter and Austins excellence modelCompanyEmployeesCustomersInternalMarketingExternalMarketingInteractiveMarketingThree T

8、ypes of Marketing in Service IndustriesParentsSchoolStudentsVision and MissionQuality PolicyQuality Objective優(yōu)才(楊殷有娣)學(xué)校品質(zhì)政策我們以學(xué)生為本，重視多元智能，讓每個(gè)學(xué)生都在愉快的環(huán)境中健康成長(zhǎng)，發(fā)展才華。我們重視家校合作，共育優(yōu)才。我們的抱負(fù)是培養(yǎng)有愛(ài)心、具創(chuàng)意、肯勤奮的優(yōu)秀人才。我們的使命是培養(yǎng)品德、提高學(xué)養(yǎng)。 為達(dá)成抱負(fù)和使命，學(xué)校教職員共同發(fā)揮團(tuán)隊(duì)精神，努力不懈，積極求進(jìn)，力臻完美。我們將以ISO 9001管理系統(tǒng)為基礎(chǔ)，制定清晰明確的教育目標(biāo)，推動(dòng)重視教育質(zhì)素的文化。各

9、科組在制定各項(xiàng)工作計(jì)劃時(shí)會(huì)訂出可量化的質(zhì)量目標(biāo)，切實(shí)執(zhí)行，嚴(yán)格監(jiān)控，定期評(píng)估，總結(jié)績(jī)效及持續(xù)求進(jìn)，以不斷改善我們的教育素質(zhì)。G. T.(Ellen Yeung) SchoolQuality PolicyWe are student-centred and take account of multiple-intelligences. We will assist students to grow healthily and develop their potentials in a pleasant environment. We strongly believe that having pa

10、rents as our educational partners is key to success.The vision of our school is to develop caring, creative and diligent citizens. Our mission is to help our students to cultivate morality and to enhance learning ability. To achieve our vision and mission, all personnel in school will work as a team

11、 to strive for performance excellence. We will adopt the ISO 9001 quality management system, develop specific and measurable educational goals and promote quality culture in education. We will set measurable objectives in planning, execute the plans verily, monitor their implementation strictly, ver

12、ify their outputs regularly, review results and commit to continual improvement to enhance the quality in education.HKQAA香港品質(zhì)保証局Internal MarketingGoalsGain the support of key decision makers and facilitators;Change attitudes among those employees who deal with customers;Obtain employees commitment t

13、o making the marketing plan work by involving them in the ownership of the plan and by rewarding them on the plans attainment;Train staff to allow them to develop new skill that will contribute to the effective implementation of plans.Internal MarketingIn 1982, Peter and Waterman published their boo

14、k In Search for Excellence in which they focused upon high performing organizations and attempted to identify the sorts of characteristics which contributed to excellence performance. It recognized the real value of staff and made a conscious and sustained effort both to maximize and make full use o

15、f their potential.The creation of shared values led to the idea of internal marketing.Internal marketing refers to any form of marketing within an organization which focuses attention on the internal activities that need to be changed in order that marketing plans may be implemented.Internal marketi

16、ng is concerned with the creating the sort of culture and climate within organization in which there is a far clearer understanding among all staff of the objectives, the key values and the sorts of implementation issue that need to addressed.In view of this complexity, Gronroos has argued that serv

17、ice marketing requires not only 4P traditional external marketing but two other marketing thrusts, namely, internal marketing and interactive marketing.Internal MarketingIt describes the work done by the company to train and motivate its internal customers, namely its customer-contact employees and supporting service personal, to work as a team to provide customer satisfaction. Everyone must practice a customer orientation.Interactive MarketingIt describes the employees skill in handling customer contact.質(zhì)量 由服務(wù)對(duì)象定義的 符合使用的目標(biāo) 由不斷進(jìn)步得來(lái)的 由預(yù)防失誤做的 一開(kāi)始就要做得對(duì) 可以量化的尊重和滿足服務(wù)對(duì)象的感受和需要 七個(gè)要點(diǎn)我有足夠渠道向?qū)W校表達(dá)意見(jiàn)