ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES

The education market has been experiencing moments of intense changes, mainly due to the fierce competition in the industry. This article aims to make a general analysis of this market, showing the perspective of marketing, its importance and the need to adapt to the new economy and its requirements...

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Autores principales:	José Vorlei Guimarães Martins, Renato Marcelo Teixeira de Menezes, Leonides da Silva Justiniano
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2011
Materias:	education marketing market heis Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/1aeb9bb50cf5425490032b3a7418fe5d
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spelling	oai:doaj.org-article:1aeb9bb50cf5425490032b3a7418fe5d2021-11-11T15:49:44ZATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES1983-4535https://doaj.org/article/1aeb9bb50cf5425490032b3a7418fe5d2011-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319327511007https://doaj.org/toc/1983-4535The education market has been experiencing moments of intense changes, mainly due to the fierce competition in the industry. This article aims to make a general analysis of this market, showing the perspective of marketing, its importance and the need to adapt to the new economy and its requirements. For such purpose, we use the methodology of documentary and bibliographical research. The results indicate the need of strategic marketing actions, which aims to strengthen higher education institutions - HEIs in the fierce competition in the sector. We realize that until very recently, most of the HEIs focused their investments in buildings and laboratories, without due concern to identify the expectations and desires of students and the demands of the market. We conclude that, nowadays, the new reality requires clear positioning and that the brand reputation and value added to it are becoming increasingly important, which implies the development of internal and external actions, within a perspective that classifies the student as a client, not just as a student.José Vorlei Guimarães MartinsRenato Marcelo Teixeira de MenezesLeonides da Silva JustinianoUniversidade Federal de Santa CatarinaarticleeducationmarketingmarketeducationheisEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 4, Iss 2, Pp 110-122 (2011)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	education marketing market education heis Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	education marketing market education heis Education (General) L7-991 Special aspects of education LC8-6691 José Vorlei Guimarães Martins Renato Marcelo Teixeira de Menezes Leonides da Silva Justiniano ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES
description	The education market has been experiencing moments of intense changes, mainly due to the fierce competition in the industry. This article aims to make a general analysis of this market, showing the perspective of marketing, its importance and the need to adapt to the new economy and its requirements. For such purpose, we use the methodology of documentary and bibliographical research. The results indicate the need of strategic marketing actions, which aims to strengthen higher education institutions - HEIs in the fierce competition in the sector. We realize that until very recently, most of the HEIs focused their investments in buildings and laboratories, without due concern to identify the expectations and desires of students and the demands of the market. We conclude that, nowadays, the new reality requires clear positioning and that the brand reputation and value added to it are becoming increasingly important, which implies the development of internal and external actions, within a perspective that classifies the student as a client, not just as a student.
format	article
author	José Vorlei Guimarães Martins Renato Marcelo Teixeira de Menezes Leonides da Silva Justiniano
author_facet	José Vorlei Guimarães Martins Renato Marcelo Teixeira de Menezes Leonides da Silva Justiniano
author_sort	José Vorlei Guimarães Martins
title	ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES
title_short	ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES
title_full	ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES
title_fullStr	ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES
title_full_unstemmed	ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES
title_sort	atuação do departamento de marketing em uma instituição de ensino superior - ies
publisher	Universidade Federal de Santa Catarina
publishDate	2011
url	https://doaj.org/article/1aeb9bb50cf5425490032b3a7418fe5d
work_keys_str_mv	AT josevorleiguimaraesmartins atuacaododepartamentodemarketingemumainstituicaodeensinosuperiories AT renatomarceloteixeirademenezes atuacaododepartamentodemarketingemumainstituicaodeensinosuperiories AT leonidesdasilvajustiniano atuacaododepartamentodemarketingemumainstituicaodeensinosuperiories
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ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES

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