AÇÕES DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR: UM ESTUDO NA REGIÃO DO GRANDE ABC

The Educational Marketing is an important activity that has been used as a differential factor services by higher education institutions (HEIs) from Brazil. This research identified and analyzed the current actions and marketing practices of 33 institutions working in the Greater ABC...

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Autores principales:	Eduardo Linzmayer, Sílvio Augusto Minciotti
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2017
Materias:	educational marketing management of higher education institutions greater abc region Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/e393651eee6d4a72bbb2cc70a175121e
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spelling	oai:doaj.org-article:e393651eee6d4a72bbb2cc70a175121e2021-11-11T15:49:48ZAÇÕES DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR: UM ESTUDO NA REGIÃO DO GRANDE ABC1983-4535https://doaj.org/article/e393651eee6d4a72bbb2cc70a175121e2017-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319351653003https://doaj.org/toc/1983-4535The Educational Marketing is an important activity that has been used as a differential factor services by higher education institutions (HEIs) from Brazil. This research identified and analyzed the current actions and marketing practices of 33 institutions working in the Greater ABC region, and they have evolved with reference to two studies previously conducted by Martins (1986) and Bittencourt (2005). The methodology used for this stud y was based on three stages, a first corresponding to a literature based on studies, a second exploratory through semi - structured interviews and the descriptive and third census based on responses from questionnaires sent to the educational institutions un der study. In the field research, which began in late 2014 and completed in 2015, found to be sensitive changes in the practice of Educational Marketing, especially in relation to the professionalization of the responsible managers and consolidation of the area of communication and marketing in the surveyed institutions. It found also that HEIs are increasingly investing their resources to attract students considering opening new institutions, new courses and increase the number of vacancies that exist in m ergers and acquisitions, which have their vacancies fulfilled. At the end of the survey were registered comparisons across the three studies in 1986, 2005 and 2015 this where these aforementioned changes and the growing importance and adoption of the Educa tional Marketing as an important factor of changes in education services, teaching and research were found offered by IES.Eduardo LinzmayerSílvio Augusto MinciottiUniversidade Federal de Santa Catarinaarticleeducational marketingmanagement of higher education institutionsgreater abc regionEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 10, Iss 2, Pp 43-70 (2017)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	educational marketing management of higher education institutions greater abc region Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	educational marketing management of higher education institutions greater abc region Education (General) L7-991 Special aspects of education LC8-6691 Eduardo Linzmayer Sílvio Augusto Minciotti AÇÕES DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR: UM ESTUDO NA REGIÃO DO GRANDE ABC
description	The Educational Marketing is an important activity that has been used as a differential factor services by higher education institutions (HEIs) from Brazil. This research identified and analyzed the current actions and marketing practices of 33 institutions working in the Greater ABC region, and they have evolved with reference to two studies previously conducted by Martins (1986) and Bittencourt (2005). The methodology used for this stud y was based on three stages, a first corresponding to a literature based on studies, a second exploratory through semi - structured interviews and the descriptive and third census based on responses from questionnaires sent to the educational institutions un der study. In the field research, which began in late 2014 and completed in 2015, found to be sensitive changes in the practice of Educational Marketing, especially in relation to the professionalization of the responsible managers and consolidation of the area of communication and marketing in the surveyed institutions. It found also that HEIs are increasingly investing their resources to attract students considering opening new institutions, new courses and increase the number of vacancies that exist in m ergers and acquisitions, which have their vacancies fulfilled. At the end of the survey were registered comparisons across the three studies in 1986, 2005 and 2015 this where these aforementioned changes and the growing importance and adoption of the Educa tional Marketing as an important factor of changes in education services, teaching and research were found offered by IES.
format	article
author	Eduardo Linzmayer Sílvio Augusto Minciotti
author_facet	Eduardo Linzmayer Sílvio Augusto Minciotti
author_sort	Eduardo Linzmayer
title	AÇÕES DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR: UM ESTUDO NA REGIÃO DO GRANDE ABC
title_short	AÇÕES DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR: UM ESTUDO NA REGIÃO DO GRANDE ABC
title_full	AÇÕES DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR: UM ESTUDO NA REGIÃO DO GRANDE ABC
title_fullStr	AÇÕES DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR: UM ESTUDO NA REGIÃO DO GRANDE ABC
title_full_unstemmed	AÇÕES DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR: UM ESTUDO NA REGIÃO DO GRANDE ABC
title_sort	ações de marketing em instituições de ensino superior: um estudo na região do grande abc
publisher	Universidade Federal de Santa Catarina
publishDate	2017
url	https://doaj.org/article/e393651eee6d4a72bbb2cc70a175121e
work_keys_str_mv	AT eduardolinzmayer acoesdemarketingeminstituicoesdeensinosuperiorumestudonaregiaodograndeabc AT silvioaugustominciotti acoesdemarketingeminstituicoesdeensinosuperiorumestudonaregiaodograndeabc
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AÇÕES DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR: UM ESTUDO NA REGIÃO DO GRANDE ABC

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