THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRA

• Autor(a) principal: Sousa, Maria Beatriz Bernardo
• Data de Publicação: 2023
• Outros Autores: Resende, Sérgio André Lopes, Correia, Pedro Miguel Alves Ribeiro
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Isagoge (Niterói)
• Texto Completo: https://www.telosjournals.com.br/ojs/index.php/isa/article/view/144
• topic: Marketing; Marketing of Services; Higher Education Institutions (HEI); University of Coimbra (UC); Marketing; Marketing dos Serviços; Instituições de Ensino Superior (IES); Universidade de Coimbra (UC); Marketing; Universidad de Coimbra; Educacion superior

The present research intends to understand the importance of the role of the implementation of good marketing strategies in the various Higher Education Institutions. During the literature review, we were able to understand that HEIs work with a multitude of audiences, and it is crucial that they identify and study them so that they can please them. The practical core of the research sought to identify and explain the main marketing strategies applied by the University of Coimbra and how they contribute to the success of the organization. We were able to conclude that the UC employs considerable efforts in communicating with its main stakeholders and that it can adapt to the specific characteristics of the public it serves, which gives it success in its activity. The UC conveys a strong image based on tradition, internationalization, and academic excellence.