MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO

The competitive job market and the pursuit for knowledge attract new graduates and graduated professionals to specialize through specialization courses. However, the significant increase in th e number of institutions offering this type of service makes studies about educ...

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Main Authors:	Clayton Daniel Masquietto, Nádia Kassouf Pizzinatto, Andrea Kassouf Pizzinatto, Rosana Borges Zaccaria
Format:	article
Language:	ES PT
Published:	Universidade Federal de Santa Catarina 2017
Subjects:	higher education institutions specialization courses education marketing motivational attributes Education (General) L7-991 Special aspects of education LC8-6691
Online Access:	https://doaj.org/article/36875a8f586e4f2dbc416ff1057cb88e
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spelling	oai:doaj.org-article:36875a8f586e4f2dbc416ff1057cb88e2021-11-11T15:49:48ZMARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO1983-4535https://doaj.org/article/36875a8f586e4f2dbc416ff1057cb88e2017-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319354295011https://doaj.org/toc/1983-4535The competitive job market and the pursuit for knowledge attract new graduates and graduated professionals to specialize through specialization courses. However, the significant increase in th e number of institutions offering this type of service makes studies about education marketing a necessary tool for attracting students. In this sense, the main objective of the present study is to identify the features that lead the students of a private higher education institution of the city of Piracicaba to choose their specialization courses. For this purpose a descriptive survey was carried out with a quantitative approach, by means of applying a questionnaire collecting motivating factors of communi cation, quality and convenience, e and questioning the demand for other institutions. The results indicate that the students who affirmed comparing the institution and its courses with others offered in the market made their decisions based on the three ty pes of motivational attributes studied. That is, students seek a combination of good information, quality and convenience to define their choices. On this basis, the results can help the definition of higher education institution strategies in terms of edu cation marketing and competitive politics.Clayton Daniel MasquiettoNádia Kassouf PizzinattoAndrea Kassouf PizzinattoRosana Borges ZaccariaUniversidade Federal de Santa Catarinaarticlehigher education institutionsspecialization courseseducation marketingmotivational attributesEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 10, Iss 4, Pp 227-251 (2017)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	higher education institutions specialization courses education marketing motivational attributes Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	higher education institutions specialization courses education marketing motivational attributes Education (General) L7-991 Special aspects of education LC8-6691 Clayton Daniel Masquietto Nádia Kassouf Pizzinatto Andrea Kassouf Pizzinatto Rosana Borges Zaccaria MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO
description	The competitive job market and the pursuit for knowledge attract new graduates and graduated professionals to specialize through specialization courses. However, the significant increase in th e number of institutions offering this type of service makes studies about education marketing a necessary tool for attracting students. In this sense, the main objective of the present study is to identify the features that lead the students of a private higher education institution of the city of Piracicaba to choose their specialization courses. For this purpose a descriptive survey was carried out with a quantitative approach, by means of applying a questionnaire collecting motivating factors of communi cation, quality and convenience, e and questioning the demand for other institutions. The results indicate that the students who affirmed comparing the institution and its courses with others offered in the market made their decisions based on the three ty pes of motivational attributes studied. That is, students seek a combination of good information, quality and convenience to define their choices. On this basis, the results can help the definition of higher education institution strategies in terms of edu cation marketing and competitive politics.
format	article
author	Clayton Daniel Masquietto Nádia Kassouf Pizzinatto Andrea Kassouf Pizzinatto Rosana Borges Zaccaria
author_facet	Clayton Daniel Masquietto Nádia Kassouf Pizzinatto Andrea Kassouf Pizzinatto Rosana Borges Zaccaria
author_sort	Clayton Daniel Masquietto
title	MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO
title_short	MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO
title_full	MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO
title_fullStr	MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO
title_full_unstemmed	MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO
title_sort	marketing no ensino superior: atributos valorizados pelos discentes de curso de especialização
publisher	Universidade Federal de Santa Catarina
publishDate	2017
url	https://doaj.org/article/36875a8f586e4f2dbc416ff1057cb88e
work_keys_str_mv	AT claytondanielmasquietto marketingnoensinosuperioratributosvalorizadospelosdiscentesdecursodeespecializacao AT nadiakassoufpizzinatto marketingnoensinosuperioratributosvalorizadospelosdiscentesdecursodeespecializacao AT andreakassoufpizzinatto marketingnoensinosuperioratributosvalorizadospelosdiscentesdecursodeespecializacao AT rosanaborgeszaccaria marketingnoensinosuperioratributosvalorizadospelosdiscentesdecursodeespecializacao
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MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO

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