Estratégias de marketing educacional no ensino superior privado
Autor(a) principal: | |
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Data de Publicação: | 2009 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da Uninove |
Texto Completo: | http://bibliotecatede.uninove.br/tede/handle/tede/645 |
Resumo: | This paper investigates the influence of strategic planning, marketing and communications at university, (assuming the focus of customer-focused marketing) in the process of gaining admission to higher education in the area of Business Administration. It was started as Exploratory Study, supported by secondary data and case study in private institution, UNAMA, after listening to the same leadership, as a person with experience, developed a descriptive study with a sample of students newly entering Course Directors to identify factors that influenced in their decision-making process of selecting the IES and evaluate, among them, what was the real influence of marketing strategies and communication used by the organization. The research aimed to investigate the influence of strategic planning, marketing and communications at university, (assuming the focus of marketing focused on client), the process of winning candidates for tertiary education in Business Administration. We made some assumptions that guided the development of research. It is evident that with respect to the use of educational marketing strategies may interfere with the decision by a candidate for the IES to higher education, however, when we analyze how this factor only 11% of those interviewed said they were in fact influenced by advertisement IES. Realizing this way that the marketing strategies used in educational communication process in the IES study, are very effective when analyzed the means by which the candidate notes the exam, but the evidence is that it is the process of communicating the main factor that influences the choice of UNAMA. But in the case studied, UNAMA, the most influential factors related to the strategic issues of IES are the issues of brand / tradition and as the fact of being the only private university in the state of Para, were important for students this research. It was also an assumption of the study was to evaluate whether there is educational marketing strategies that can be identified as more relevant than others to be prioritized by educational administrators in planning their marketing IES. Research can be concluded that the promotional strategies were less effective than investment in brand image, steeped in the tradition of IES. |
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Pizzinatto, Nádia KassoufCPF:00000000000http://lattes.cnpq.br/7904670006695041Moretti, Sérgio Luiz AmaralCPF:00000000000http://lattes.cnpq.br/1686957518540720Ponchio, Mateus Canniattihttp://lattes.cnpq.br/7557039992369545CPF:13052422898Batista Junior, Paulo Roberto Carvalho2015-04-08T15:35:00Z2011-02-022009-12-15BATISTA JUNIOR, Paulo Roberto Carvalho. Estratégias de marketing educacional no ensino superior privado. 2009. 115 f. Dissertação (Mestrado em Administração) - Universidade Nove de Julho, São Paulo, 2009.http://bibliotecatede.uninove.br/tede/handle/tede/645This paper investigates the influence of strategic planning, marketing and communications at university, (assuming the focus of customer-focused marketing) in the process of gaining admission to higher education in the area of Business Administration. It was started as Exploratory Study, supported by secondary data and case study in private institution, UNAMA, after listening to the same leadership, as a person with experience, developed a descriptive study with a sample of students newly entering Course Directors to identify factors that influenced in their decision-making process of selecting the IES and evaluate, among them, what was the real influence of marketing strategies and communication used by the organization. The research aimed to investigate the influence of strategic planning, marketing and communications at university, (assuming the focus of marketing focused on client), the process of winning candidates for tertiary education in Business Administration. We made some assumptions that guided the development of research. It is evident that with respect to the use of educational marketing strategies may interfere with the decision by a candidate for the IES to higher education, however, when we analyze how this factor only 11% of those interviewed said they were in fact influenced by advertisement IES. Realizing this way that the marketing strategies used in educational communication process in the IES study, are very effective when analyzed the means by which the candidate notes the exam, but the evidence is that it is the process of communicating the main factor that influences the choice of UNAMA. But in the case studied, UNAMA, the most influential factors related to the strategic issues of IES are the issues of brand / tradition and as the fact of being the only private university in the state of Para, were important for students this research. It was also an assumption of the study was to evaluate whether there is educational marketing strategies that can be identified as more relevant than others to be prioritized by educational administrators in planning their marketing IES. Research can be concluded that the promotional strategies were less effective than investment in brand image, steeped in the tradition of IES.Este trabalho investiga a influência do planejamento estratégico, de marketing e de comunicação em IES, (assumindo o enfoque do marketing focado no cliente), no processo de conquista de candidatos ao ensino superior na área de Administração de empresas. Foi iniciado como Estudo Exploratório, apoiado em dados secundários e estudo de caso em IES privada, a UNAMA; após ouvir liderança da mesma, a título de pessoa com experiência, desenvolveu Estudo Descritivo junto a amostra de discentes recém-ingressados no Curso de Administração, para identificar os fatores que influíram em seu processo decisório de seleção da IES e avaliar, dentre eles, qual foi a real influência das estratégias de marketing e comunicação utilizadas pela organização. A pesquisa teve como objetivo principal, investigar a influência do planejamento estratégico, de marketing e de comunicação em IES, (assumindo o enfoque do marketing focado no cliente), no processo de conquista de candidatos ao ensino superior na área de Administração de Empresas. Foram assumidos alguns pressupostos, que nortearam o desenvolvimento da pesquisa. Pode-se constatar que com relação a utilização das estratégias de marketing educacional podem interferir na decisão por uma IES pelo candidato a cursos superiores , entretanto, ao se analisar o quanto este fator apenas 11% dos alunos entrevistados responderam que foram de fato influenciados pela propaganda da IES. Percebendo deste modo que as estratégias de marketing educacional utilizadas no processo de comunicação da IES em estudo, são bastante eficientes quando analisados os meios pelos quais o candidato toma conhecimento do vestibular, porém as evidências são de que não é o processo de comunicação o principal fator que influencia na escolha da UNAMA. Porém no caso estudado, a Unama, os fatores de maior influência os ligados a questões estratégicas da IES, são as questões relativas à marca/tradição e ao quanto o fato de ser a única universidade particular do Estado do Pará, foram importantes para os alunos desta pesquisa. Também foi um pressuposto do trabalho avaliar se há estratégias de marketing educacional que possam ser indicadas como mais relevantes que outras, a serem priorizadas pelos gestores educacionais no planejamento de marketing de suas IES. A pesquisa pode concluir que as estratégias promocionais mostraram-se menos eficientes que o investimento na imagem da marca, calcada na tradição da IES.Made available in DSpace on 2015-04-08T15:35:00Z (GMT). No. of bitstreams: 1 B_Paulo Roberto Carvalho Batista Jr.pdf: 653544 bytes, checksum: 22e79d9a666b7e8c3904a2f879992617 (MD5) Previous issue date: 2009-12-15application/pdfporUniversidade Nove de JulhoPrograma de Pós-Graduação em AdministraçãoUninoveBRAdministraçãoMarketing educacionalPlanejamento estratégico e de marketingMarketing com foco no cliente.Educational marketingStrategic and marketing planningCustomer-focused marketing.CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOEstratégias de marketing educacional no ensino superior privadoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis8024035432632778221600info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da Uninoveinstname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEORIGINALB_Paulo Roberto Carvalho Batista Jr.pdfapplication/pdf653544http://localhost:8080/tede/bitstream/tede/645/1/B_Paulo+Roberto+Carvalho+Batista+Jr.pdf22e79d9a666b7e8c3904a2f879992617MD51tede/6452022-06-02 11:01:01.235oai:localhost:tede/645Biblioteca Digital de Teses e Dissertaçõeshttp://bibliotecatede.uninove.br/PRIhttp://bibliotecatede.uninove.br/oai/requestbibliotecatede@uninove.br||bibliotecatede@uninove.bropendoar:2022-06-02T14:01:01Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
Estratégias de marketing educacional no ensino superior privado |
title |
Estratégias de marketing educacional no ensino superior privado |
spellingShingle |
Estratégias de marketing educacional no ensino superior privado Batista Junior, Paulo Roberto Carvalho Marketing educacional Planejamento estratégico e de marketing Marketing com foco no cliente. Educational marketing Strategic and marketing planning Customer-focused marketing. CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Estratégias de marketing educacional no ensino superior privado |
title_full |
Estratégias de marketing educacional no ensino superior privado |
title_fullStr |
Estratégias de marketing educacional no ensino superior privado |
title_full_unstemmed |
Estratégias de marketing educacional no ensino superior privado |
title_sort |
Estratégias de marketing educacional no ensino superior privado |
author |
Batista Junior, Paulo Roberto Carvalho |
author_facet |
Batista Junior, Paulo Roberto Carvalho |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Pizzinatto, Nádia Kassouf |
dc.contributor.advisor1ID.fl_str_mv |
CPF:00000000000 |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/7904670006695041 |
dc.contributor.referee1.fl_str_mv |
Moretti, Sérgio Luiz Amaral |
dc.contributor.referee1ID.fl_str_mv |
CPF:00000000000 |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/1686957518540720 |
dc.contributor.referee2.fl_str_mv |
Ponchio, Mateus Canniatti |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/7557039992369545 |
dc.contributor.authorID.fl_str_mv |
CPF:13052422898 |
dc.contributor.author.fl_str_mv |
Batista Junior, Paulo Roberto Carvalho |
contributor_str_mv |
Pizzinatto, Nádia Kassouf Moretti, Sérgio Luiz Amaral Ponchio, Mateus Canniatti |
dc.subject.por.fl_str_mv |
Marketing educacional Planejamento estratégico e de marketing Marketing com foco no cliente. |
topic |
Marketing educacional Planejamento estratégico e de marketing Marketing com foco no cliente. Educational marketing Strategic and marketing planning Customer-focused marketing. CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Educational marketing Strategic and marketing planning Customer-focused marketing. |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
This paper investigates the influence of strategic planning, marketing and communications at university, (assuming the focus of customer-focused marketing) in the process of gaining admission to higher education in the area of Business Administration. It was started as Exploratory Study, supported by secondary data and case study in private institution, UNAMA, after listening to the same leadership, as a person with experience, developed a descriptive study with a sample of students newly entering Course Directors to identify factors that influenced in their decision-making process of selecting the IES and evaluate, among them, what was the real influence of marketing strategies and communication used by the organization. The research aimed to investigate the influence of strategic planning, marketing and communications at university, (assuming the focus of marketing focused on client), the process of winning candidates for tertiary education in Business Administration. We made some assumptions that guided the development of research. It is evident that with respect to the use of educational marketing strategies may interfere with the decision by a candidate for the IES to higher education, however, when we analyze how this factor only 11% of those interviewed said they were in fact influenced by advertisement IES. Realizing this way that the marketing strategies used in educational communication process in the IES study, are very effective when analyzed the means by which the candidate notes the exam, but the evidence is that it is the process of communicating the main factor that influences the choice of UNAMA. But in the case studied, UNAMA, the most influential factors related to the strategic issues of IES are the issues of brand / tradition and as the fact of being the only private university in the state of Para, were important for students this research. It was also an assumption of the study was to evaluate whether there is educational marketing strategies that can be identified as more relevant than others to be prioritized by educational administrators in planning their marketing IES. Research can be concluded that the promotional strategies were less effective than investment in brand image, steeped in the tradition of IES. |
publishDate |
2009 |
dc.date.issued.fl_str_mv |
2009-12-15 |
dc.date.available.fl_str_mv |
2011-02-02 |
dc.date.accessioned.fl_str_mv |
2015-04-08T15:35:00Z |
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info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
BATISTA JUNIOR, Paulo Roberto Carvalho. Estratégias de marketing educacional no ensino superior privado. 2009. 115 f. Dissertação (Mestrado em Administração) - Universidade Nove de Julho, São Paulo, 2009. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/tede/handle/tede/645 |
identifier_str_mv |
BATISTA JUNIOR, Paulo Roberto Carvalho. Estratégias de marketing educacional no ensino superior privado. 2009. 115 f. Dissertação (Mestrado em Administração) - Universidade Nove de Julho, São Paulo, 2009. |
url |
http://bibliotecatede.uninove.br/tede/handle/tede/645 |
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