ESTRATÉGIA DE MARKETING INTERNO NA INSTITUIÇÃO DE EDUCAÇÃO SUPERIOR

Internal marketing comprises the set of strategies to enable internally compliance of the organization's marketing promises. This study examines the use of internal marketing strategies in a higher education institution in the process of implementing a new educational model. This is one case st...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Aléssio Bessa Sarquis, Vilmar Gonçalves Tondolo, Rosana Portella Tondolo, Osvair Almeida Matos
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2017
Materias:	internal marketing internal marketing strategies higher education Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/07ad4c0d58184a6d97096142fd28e762
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:07ad4c0d58184a6d97096142fd28e762
record_format	dspace
spelling	oai:doaj.org-article:07ad4c0d58184a6d97096142fd28e7622021-11-11T15:49:47ZESTRATÉGIA DE MARKETING INTERNO NA INSTITUIÇÃO DE EDUCAÇÃO SUPERIOR1983-4535https://doaj.org/article/07ad4c0d58184a6d97096142fd28e7622017-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319349826006https://doaj.org/toc/1983-4535Internal marketing comprises the set of strategies to enable internally compliance of the organization's marketing promises. This study examines the use of internal marketing strategies in a higher education institution in the process of implementing a new educational model. This is one case study with qualitative and exploratory approach. The data collection techniques used were interviews and document analysis, interpreted through content analysis. The results show that the most commonly used strategies are: implementation of employee training programs; development of materials / guidance handouts; creating web blog; and the application of internal research. The testimonies indicate that the internal marketing strategies contributed to the implementation of new educational model, but there is dissatisfaction among managers with the internal marketing program of the institution.Aléssio Bessa SarquisVilmar Gonçalves TondoloRosana Portella TondoloOsvair Almeida MatosUniversidade Federal de Santa Catarinaarticleinternal marketinginternal marketing strategieshigher educationEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 10, Iss 1, Pp 103-124 (2017)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	internal marketing internal marketing strategies higher education Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	internal marketing internal marketing strategies higher education Education (General) L7-991 Special aspects of education LC8-6691 Aléssio Bessa Sarquis Vilmar Gonçalves Tondolo Rosana Portella Tondolo Osvair Almeida Matos ESTRATÉGIA DE MARKETING INTERNO NA INSTITUIÇÃO DE EDUCAÇÃO SUPERIOR
description	Internal marketing comprises the set of strategies to enable internally compliance of the organization's marketing promises. This study examines the use of internal marketing strategies in a higher education institution in the process of implementing a new educational model. This is one case study with qualitative and exploratory approach. The data collection techniques used were interviews and document analysis, interpreted through content analysis. The results show that the most commonly used strategies are: implementation of employee training programs; development of materials / guidance handouts; creating web blog; and the application of internal research. The testimonies indicate that the internal marketing strategies contributed to the implementation of new educational model, but there is dissatisfaction among managers with the internal marketing program of the institution.
format	article
author	Aléssio Bessa Sarquis Vilmar Gonçalves Tondolo Rosana Portella Tondolo Osvair Almeida Matos
author_facet	Aléssio Bessa Sarquis Vilmar Gonçalves Tondolo Rosana Portella Tondolo Osvair Almeida Matos
author_sort	Aléssio Bessa Sarquis
title	ESTRATÉGIA DE MARKETING INTERNO NA INSTITUIÇÃO DE EDUCAÇÃO SUPERIOR
title_short	ESTRATÉGIA DE MARKETING INTERNO NA INSTITUIÇÃO DE EDUCAÇÃO SUPERIOR
title_full	ESTRATÉGIA DE MARKETING INTERNO NA INSTITUIÇÃO DE EDUCAÇÃO SUPERIOR
title_fullStr	ESTRATÉGIA DE MARKETING INTERNO NA INSTITUIÇÃO DE EDUCAÇÃO SUPERIOR
title_full_unstemmed	ESTRATÉGIA DE MARKETING INTERNO NA INSTITUIÇÃO DE EDUCAÇÃO SUPERIOR
title_sort	estratégia de marketing interno na instituição de educação superior
publisher	Universidade Federal de Santa Catarina
publishDate	2017
url	https://doaj.org/article/07ad4c0d58184a6d97096142fd28e762
work_keys_str_mv	AT alessiobessasarquis estrategiademarketinginternonainstituicaodeeducacaosuperior AT vilmargoncalvestondolo estrategiademarketinginternonainstituicaodeeducacaosuperior AT rosanaportellatondolo estrategiademarketinginternonainstituicaodeeducacaosuperior AT osvairalmeidamatos estrategiademarketinginternonainstituicaodeeducacaosuperior
_version_	1718433616953868288

ESTRATÉGIA DE MARKETING INTERNO NA INSTITUIÇÃO DE EDUCAÇÃO SUPERIOR

Ejemplares similares