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  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

빅데이터 분석에 기반한 대학 입시홍보 -중부권 전문대학교 사례-

Strategies for College Entrance Based on Big Data Analysis -Case Study of college in Central Region

한국사물인터넷학회논문지 / Journal of The Korea Internet of Things Society, (P)2466-0078;
2022, v.8 no.2, pp.25-33
https://doi.org/https://doi.org/10.20465/kiots.2022.8.2.025
배정호 (백석문화대학교)
범은애 (백석문화대학교)
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초록

본 연구의 목적은 빅데이터 분석에 기반한 대학입시 홍보 실천 사례를 통해 각 대학에 특화된 고유의 입시홍보전략 마련은 물론 대학 입시홍보의 페러다임 혁신을 위한 기초자료를 제공하기 위함이다. 이를 위해 대학 홍보 또는마케팅 관련 선행문헌과 중부권 사례대학을 방문한 예비대학생의 인식, 그리고 검색엔진 데이터베이스의 자료를 빅데이터로 정의하고 분석하였다. 그 결과 대학 ‘입시홍보’ 및 ‘마케팅’ 관련 선행연구들은 학령기 인구감소에 대한 대응방안마련의 일환으로 2000년대와 2010년대에 비약적으로 늘어났고, 예비대학생들은 방문 경험이 있는 사례대학에 대해긍정적 인식전환이 있었다. 이에 본 연구는 예비대학생 방문을 촉진하는 입시홍보 전략의 필요성과 사례대학의 지역및 학과특성에 기반한 입시홍보 전략의 선택과 집중, 우선순위를 제안하고자 한다.

keywords
빅데이터, 대학 홍보, 신입생 충원, 홍보 전략, Big Data, University Marketing, New Students Recruiting, Promotion strategy

Abstract

The purpose of this study is to provide the basic data for establishing a unique admissions promotion strategy for each university and to innovate the paradigm of university admissions promotion through the examples of central universities in the practice of PR promotion based on big data analysis. To this end, prior literature related to university publicity (marketing), and recognition of prospective college students who visited the university, and database data were defined and analyzed as big data. As a result, first, the preliminary studies related to college entrance exam promotion (marketing) increased dramatically in the 2000s and 2010s as part of preparing for countermeasures against population decline in school age. Responding to the need for an admissions promotion strategy to accelerate visits to prospective college students, the database data analysis result suggested the selection and concentration of entrance exam strategies based on the university's regional and academic characteristics.

keywords
빅데이터, 대학 홍보, 신입생 충원, 홍보 전략, Big Data, University Marketing, New Students Recruiting, Promotion strategy

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