1、第一屆香港校長研討會,E21 直資學校與家長,講者：陳家偉校長,直資學校與家長,直資學校的資助是按照收生人數的多寡而訂，因此,家長是否願意報讀,是直資學校的關鍵。家長可以是學校的助力，也可以是阻力，因此怎樣與家長溝通,建立優良的家校合作之化最為重要。家長是學校最佳的親善大使，他們的口碑可以提升校譽。另外，家長報讀直資學校不受校網限制，但除了讓他們行使選擇權(parental choice)外，還要給空間他們參與(parental participation) 建立校本管理的文化。,P,Philosophy Policy Power Participate Partner Promise Pla
2、n Process Program Proud,R,Resource Resistant Relationship Right Response Rewarding,Parents,Students Teachers,Others,Close System,Open System,Resources 開源,Free Flexible Unlimited 財與才 Financial resources expertise Internal Communication Image,P.R.,Public relations (PR) is a deliberate, planned and sus
3、tained effort to establish and maintain mutual understanding between an organization and its public.,Image,It 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 adv
4、erse publicity.,Image,A schools image is 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 agent,Internal marketings communicat
5、ion,The success of a schools marketing is critically dependent upon the effectiveness of its internal communication Staff 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 s
6、chool marketing in a variety of ways, word-of-month recommendation, actively supporting school events and offering professional expertise when required.,Leadership,Constant innovation,Care of customers,People orientation,Corporation leadership should at the same time be externally focused, and remai
7、n adaptive and sensitive to market and environment 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 model,Company,Employees,Customers,Intern
8、al Marketing,External Marketing,Interactive Marketing,Three Types of Marketing in Service Industries,Parents,School,Students,Vision and Mission,Quality Policy,Quality Objective,優才(楊殷有娣)學校 品質政策,我們以學生為本，重視多元智能，讓每個學生都在愉快的環境中健康成長，發展才華。我們重視家校合作，共育優才。我們的抱負是培養有愛心、具創意、肯勤奮的優秀人才。我們的使命是培養品德、提高學養。 為達成抱負和使命，學校教職
9、員共同發揮團隊精神，努力不懈，積極求進，力臻完美。我們將以ISO 9001管理系統為基礎，制定清晰明確的教育目標，推動重視教育質素的文化。各科組在制定各項工作計劃時會訂出可量化的質量目標，切實執行，嚴格監控，定期評估，總結績效及持續求進，以不斷改善我們的教育素質。,G. T.(Ellen Yeung) School Quality Policy,We are student-centred and take account of multiple-intelligences. We will assist students to grow healthily and develop their
10、 potentials in a pleasant environment. We strongly believe that having parents 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 a
11、chieve our vision and mission, all personnel in school will work as a team 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 plan
12、ning, execute the plans verily, monitor their implementation strictly, verify their outputs regularly, review results and commit to continual improvement to enhance the quality in education.,HKQAA,香港品質保証局,Internal Marketing,Goals Gain the support of key decision makers and facilitators; Change attit
13、udes among those employees who deal with customers; Obtain employees commitment to 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 impleme
14、ntation of plans.,Internal Marketing,In 1982, Peter and Waterman published their book 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
15、staff and made a conscious and sustained effort both to maximize and make full use of 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
16、need to be changed in order that marketing plans may be implemented.Internal marketing 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 is
17、sue that need to addressed.,In view of this complexity, Gronroos has argued that service 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
18、 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.,質量
19、,由服務對象定義的符合使用的目標由不斷進步得來的由預防失誤做的一開始就要做得對可以量化的 尊重和滿足服務對象的感受和需要,七個要點,我有足夠渠道向學校表達意見 學校樂意聽取家長的意見 學校透過不同渠道 例如家長通告 家教會 學校網頁等 讓我知道學校的重要活動和最新發展 家教會能促進家長與學校的溝通 學校時常邀請家長參與學校活動 我積極參與學校的活動 我與學校的關係良好,Theory of Adequacy,“An adequate person makes an adequate partner, and an adequate parent”Samuel Rower,This is an ongoing process. The Foundation is to be nurtured as an adequate person.,
