PLANO DE MARKETING: UM OLHAR MAIS ACURADO SOBRE A ADOÇÃO EM INSTITUIÇÕES DE ENSINO SUPERIOR BRASILEIRAS

The aim of this study is to analyze the adoption of a marketing plan in universities of southern Brazil, held an exploratory-descriptive research, using qualitative and quantitative approaches and statistical procedures, applying multivariate analysis, factor analysis and multiple correspondence. Th...

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Autores principales:	Giancarlo Gomes, Amelia Silveira, Maria José Barbosa de Souza
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2013
Materias:	educational marketing marketing plan higher education institutions Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/216ab3480d814e4982a57b8621e883e7
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spelling	oai:doaj.org-article:216ab3480d814e4982a57b8621e883e72021-11-11T15:49:45ZPLANO DE MARKETING: UM OLHAR MAIS ACURADO SOBRE A ADOÇÃO EM INSTITUIÇÕES DE ENSINO SUPERIOR BRASILEIRAS1983-4535https://doaj.org/article/216ab3480d814e4982a57b8621e883e72013-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319327519011https://doaj.org/toc/1983-4535The aim of this study is to analyze the adoption of a marketing plan in universities of southern Brazil, held an exploratory-descriptive research, using qualitative and quantitative approaches and statistical procedures, applying multivariate analysis, factor analysis and multiple correspondence. The study identified that the 42 HEIs in southern Brazil only thirteen use the marketing plan, with the predominance of private universities. Although the IES study to develop marketing plans with the general structure as given in the literature, they still lack control variables and more efficient to adopt a systematic methodology for measuring and evaluating the results. The identification of market segments for educational development of differentiated services is still low, as well as knowledge of marketing strategies of competitors. The statistical results showed that there is a hierarchical relationship between the marketing department to higher levels of IES, conditioning better in planning and marketing plan in the organization. There is also a relationship between the academic responsible for the marketing structure and quality of the plan in the organization.Giancarlo GomesAmelia SilveiraMaria José Barbosa de SouzaUniversidade Federal de Santa Catarinaarticleeducational marketingmarketing planhigher education institutionsEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 6, Iss 2, Pp 185-209 (2013)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	educational marketing marketing plan higher education institutions Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	educational marketing marketing plan higher education institutions Education (General) L7-991 Special aspects of education LC8-6691 Giancarlo Gomes Amelia Silveira Maria José Barbosa de Souza PLANO DE MARKETING: UM OLHAR MAIS ACURADO SOBRE A ADOÇÃO EM INSTITUIÇÕES DE ENSINO SUPERIOR BRASILEIRAS
description	The aim of this study is to analyze the adoption of a marketing plan in universities of southern Brazil, held an exploratory-descriptive research, using qualitative and quantitative approaches and statistical procedures, applying multivariate analysis, factor analysis and multiple correspondence. The study identified that the 42 HEIs in southern Brazil only thirteen use the marketing plan, with the predominance of private universities. Although the IES study to develop marketing plans with the general structure as given in the literature, they still lack control variables and more efficient to adopt a systematic methodology for measuring and evaluating the results. The identification of market segments for educational development of differentiated services is still low, as well as knowledge of marketing strategies of competitors. The statistical results showed that there is a hierarchical relationship between the marketing department to higher levels of IES, conditioning better in planning and marketing plan in the organization. There is also a relationship between the academic responsible for the marketing structure and quality of the plan in the organization.
format	article
author	Giancarlo Gomes Amelia Silveira Maria José Barbosa de Souza
author_facet	Giancarlo Gomes Amelia Silveira Maria José Barbosa de Souza
author_sort	Giancarlo Gomes
title	PLANO DE MARKETING: UM OLHAR MAIS ACURADO SOBRE A ADOÇÃO EM INSTITUIÇÕES DE ENSINO SUPERIOR BRASILEIRAS
title_short	PLANO DE MARKETING: UM OLHAR MAIS ACURADO SOBRE A ADOÇÃO EM INSTITUIÇÕES DE ENSINO SUPERIOR BRASILEIRAS
title_full	PLANO DE MARKETING: UM OLHAR MAIS ACURADO SOBRE A ADOÇÃO EM INSTITUIÇÕES DE ENSINO SUPERIOR BRASILEIRAS
title_fullStr	PLANO DE MARKETING: UM OLHAR MAIS ACURADO SOBRE A ADOÇÃO EM INSTITUIÇÕES DE ENSINO SUPERIOR BRASILEIRAS
title_full_unstemmed	PLANO DE MARKETING: UM OLHAR MAIS ACURADO SOBRE A ADOÇÃO EM INSTITUIÇÕES DE ENSINO SUPERIOR BRASILEIRAS
title_sort	plano de marketing: um olhar mais acurado sobre a adoção em instituições de ensino superior brasileiras
publisher	Universidade Federal de Santa Catarina
publishDate	2013
url	https://doaj.org/article/216ab3480d814e4982a57b8621e883e7
work_keys_str_mv	AT giancarlogomes planodemarketingumolharmaisacuradosobreaadocaoeminstituicoesdeensinosuperiorbrasileiras AT ameliasilveira planodemarketingumolharmaisacuradosobreaadocaoeminstituicoesdeensinosuperiorbrasileiras AT mariajosebarbosadesouza planodemarketingumolharmaisacuradosobreaadocaoeminstituicoesdeensinosuperiorbrasileiras
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PLANO DE MARKETING: UM OLHAR MAIS ACURADO SOBRE A ADOÇÃO EM INSTITUIÇÕES DE ENSINO SUPERIOR BRASILEIRAS

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