내부마케팅에 의한 대학평생교육기관 경영

초록

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.

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