INOVAÇÃO DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR DA SERRA GAÚCHA

In the perspectives of the economic organizations, innovation has been studied by academics and businessmen, as it has the ability to transform the economic situation of an organization, since this is a factor that enhances competitiveness. Organizations look through these innovations to improve the...

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Autores principales:	Julio Cesar Ferro de Guimarães, Carina Vedooto Scheneider Coutinho, Gabriela Cristina Lain, Gabriel Sperandio Milan, Eliana Andréa Severo
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2013
Materias:	marketing innovation higher education institution education Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/df4dd249028343b6b84c449b48e38e56
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spelling	oai:doaj.org-article:df4dd249028343b6b84c449b48e38e562021-11-11T15:49:45ZINOVAÇÃO DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR DA SERRA GAÚCHA1983-4535https://doaj.org/article/df4dd249028343b6b84c449b48e38e562013-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319327519006https://doaj.org/toc/1983-4535In the perspectives of the economic organizations, innovation has been studied by academics and businessmen, as it has the ability to transform the economic situation of an organization, since this is a factor that enhances competitiveness. Organizations look through these innovations to improve their performance. These innovations occur in diverse industries, such as the Higher Education Institutions (HEI). The service sector grows as the population increases the consumption capacity, as evidenced in the demand for educational services, as the professionals need to be adequately trained to market requirements. The central theme of this research is a marketing innovation in higher education institutions, providing educational services for undergraduate and graduate, in the region called Serra Corede, which has 31 municipalities, with one of the lowest illiteracy rates in Brazil (2.66 %). The largest city in Serra Corede is Caxias do Sul, witch is located in Serra Gaúcha, with 435,564 inhabitants, where are situated the three studied HEI. This is a qualitative, descriptive, with the scope of multiple case study, which aims to identify and describe the marketing innovations that occurred in the years 2010 and 2011. The benefits found in the study relate to improve communication with students and suppliers, as well as the improvement in the quality of support services, focused on relationship marketing.Julio Cesar Ferro de GuimarãesCarina Vedooto Scheneider CoutinhoGabriela Cristina LainGabriel Sperandio MilanEliana Andréa SeveroUniversidade Federal de Santa Catarinaarticlemarketing innovationhigher education institutioneducationEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 6, Iss 2, Pp 79-105 (2013)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	marketing innovation higher education institution education Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	marketing innovation higher education institution education Education (General) L7-991 Special aspects of education LC8-6691 Julio Cesar Ferro de Guimarães Carina Vedooto Scheneider Coutinho Gabriela Cristina Lain Gabriel Sperandio Milan Eliana Andréa Severo INOVAÇÃO DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR DA SERRA GAÚCHA
description	In the perspectives of the economic organizations, innovation has been studied by academics and businessmen, as it has the ability to transform the economic situation of an organization, since this is a factor that enhances competitiveness. Organizations look through these innovations to improve their performance. These innovations occur in diverse industries, such as the Higher Education Institutions (HEI). The service sector grows as the population increases the consumption capacity, as evidenced in the demand for educational services, as the professionals need to be adequately trained to market requirements. The central theme of this research is a marketing innovation in higher education institutions, providing educational services for undergraduate and graduate, in the region called Serra Corede, which has 31 municipalities, with one of the lowest illiteracy rates in Brazil (2.66 %). The largest city in Serra Corede is Caxias do Sul, witch is located in Serra Gaúcha, with 435,564 inhabitants, where are situated the three studied HEI. This is a qualitative, descriptive, with the scope of multiple case study, which aims to identify and describe the marketing innovations that occurred in the years 2010 and 2011. The benefits found in the study relate to improve communication with students and suppliers, as well as the improvement in the quality of support services, focused on relationship marketing.
format	article
author	Julio Cesar Ferro de Guimarães Carina Vedooto Scheneider Coutinho Gabriela Cristina Lain Gabriel Sperandio Milan Eliana Andréa Severo
author_facet	Julio Cesar Ferro de Guimarães Carina Vedooto Scheneider Coutinho Gabriela Cristina Lain Gabriel Sperandio Milan Eliana Andréa Severo
author_sort	Julio Cesar Ferro de Guimarães
title	INOVAÇÃO DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR DA SERRA GAÚCHA
title_short	INOVAÇÃO DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR DA SERRA GAÚCHA
title_full	INOVAÇÃO DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR DA SERRA GAÚCHA
title_fullStr	INOVAÇÃO DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR DA SERRA GAÚCHA
title_full_unstemmed	INOVAÇÃO DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR DA SERRA GAÚCHA
title_sort	inovação de marketing em instituições de ensino superior da serra gaúcha
publisher	Universidade Federal de Santa Catarina
publishDate	2013
url	https://doaj.org/article/df4dd249028343b6b84c449b48e38e56
work_keys_str_mv	AT juliocesarferrodeguimaraes inovacaodemarketingeminstituicoesdeensinosuperiordaserragaucha AT carinavedootoscheneidercoutinho inovacaodemarketingeminstituicoesdeensinosuperiordaserragaucha AT gabrielacristinalain inovacaodemarketingeminstituicoesdeensinosuperiordaserragaucha AT gabrielsperandiomilan inovacaodemarketingeminstituicoesdeensinosuperiordaserragaucha AT elianaandreasevero inovacaodemarketingeminstituicoesdeensinosuperiordaserragaucha
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INOVAÇÃO DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR DA SERRA GAÚCHA

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