歐盟高等教育行銷研究——以Erasmus Mundus為例

Study on the Marketing of Higher Education --- Erasmus Mundus Programme of European Union

Erasmus Mundus（EM）計畫是透過與第三國家（third countries）之高等教育機構合作，進行學生、學者及機構間的交流，本文透過歐盟官方相關文件進行研究資料之蒐集與分析，探討該計畫如何透過行銷推展其高等教育。研究結果發現：
1 透過EM計畫確能達成歐盟高等教育之目標；
2 欲吸引第三國家學生前往歐洲留學，必須將其在高等教育上的優勢，透過建立歐洲品牌而將其轉換成機會；
3 EM計畫行銷策略有達到提升歐洲高等教育之能見度與吸引力；
4 碩士階段課程仍屬適切、課程規劃偏重於自然科學，而教育行銷則需再加強；
5 對台灣高等教育在行銷方面之啟示：單一品牌、個別行銷，功能區隔、資源整合，以及合宜的經費機制及措施。

This study aims to analyze the marketing of higher education by the case of Erasmus Mundus programme. Official documents and related literatures are adopted for data collection. The findings are as follows: 1 The implementation of EM programme can reach the aims of European Union’s higher education. 2 The strengths of European higher education should be stressed as opportunities to appeal those from third countries. 3 The marketing strategies of EM programme can enhance the visibility and attractiveness of European higher education. 4 While Master degree is still preferred, there is a clear preponderance of natural science courses, and marketing of higher education should be further promoted. 5 The implications are: individual marketing under the umbrella of Taiwan Brand; segmentation and integration of resources, adapted financial mechanisms and measures.