Marketing skill required for managers of Higher Education Institutions (HEIs)

Detalhes bibliográficos
Autor(a) principal: Freitas-da-Costa, Marconi
Data de Publicação: 2011
Outros Autores: Silva, Sara Oliveira e, Costa, Thatiana Gomes Menezes da
Tipo de documento: Artigo
Idioma: por
Título da fonte: Vértices (Campos dos Goitacazes. Online)
Texto Completo: https://editoraessentia.iff.edu.br/index.php/vertices/article/view/1809-2667.20110003
Resumo: This work aims to identify the skills of marketing managers of two Higher Education Institutions (HEIs), a public school and a private one, making a parallel comparison between the knowledge of each manager and Marketing theories. Studies for this paper included exploratory and qualitative research, a semi-structured interview, and two study cases. Results from the survey show that both public and private HEIs make different use of marketing strategies. While the first institution uses some resources of the field, the second uses a more thorough and professional approach.
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spelling Marketing skill required for managers of Higher Education Institutions (HEIs)Competências de marketing exigidas para os gestores de Instituições de Ensino Superior (IES)Educational marketingStrategic planningCompetitionMarketing educacionalPlanejamento estratégicoConcorrênciaThis work aims to identify the skills of marketing managers of two Higher Education Institutions (HEIs), a public school and a private one, making a parallel comparison between the knowledge of each manager and Marketing theories. Studies for this paper included exploratory and qualitative research, a semi-structured interview, and two study cases. Results from the survey show that both public and private HEIs make different use of marketing strategies. While the first institution uses some resources of the field, the second uses a more thorough and professional approach.Este trabalho tem como objetivo identificar as competências de marketing dos gestores de duas Instituições de Ensino Superior (IES), sendo uma pública e uma privada, fazendo um paralelo entre os conhecimentos de cada gestor com a teoria do marketing. Para a realização deste artigo utilizaram-se pesquisas exploratórias, pesquisa qualitativa e estudo de dois casos, através de uma entrevista semiestruturada. De acordo com a pesquisa, foi possível constatar que as IES tanto pública quanto privada utilizam o marketing, porém de formas diferenciadas. Enquanto a primeira utiliza algumas ferramentas do assunto, a segunda as utiliza de maneira mais aprofundada e com maior profissionalismo.Instituto Federal de Educação, Ciência e Tecnologia Fluminense2011-04-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://editoraessentia.iff.edu.br/index.php/vertices/article/view/1809-2667.2011000310.5935/1809-2667.20110003Revista Vértices; Vol. 13 No. 1 (2011); 37-60Revista Vértices; Vol. 13 Núm. 1 (2011); 37-60Revista Vértices; v. 13 n. 1 (2011); 37-601809-26671415-2843reponame:Vértices (Campos dos Goitacazes. Online)instname:Centro Federal de Educação Tecnológica de Campos dos Goytacazesinstacron:IFFluminenseporhttps://editoraessentia.iff.edu.br/index.php/vertices/article/view/1809-2667.20110003/642Freitas-da-Costa, MarconiSilva, Sara Oliveira eCosta, Thatiana Gomes Menezes dainfo:eu-repo/semantics/openAccess2022-02-01T09:54:41Zoai:ojs.editoraessentia.iff.edu.br:article/1219Revistahttps://essentiaeditora.iff.edu.br/index.php/vertices/PUBhttps://essentiaeditora.iff.edu.br/index.php/vertices/oaiessentia@iff.edu.br1809-26671415-2843opendoar:2022-02-01T09:54:41Vértices (Campos dos Goitacazes. Online) - Centro Federal de Educação Tecnológica de Campos dos Goytacazesfalse
dc.title.none.fl_str_mv Marketing skill required for managers of Higher Education Institutions (HEIs)
Competências de marketing exigidas para os gestores de Instituições de Ensino Superior (IES)
title Marketing skill required for managers of Higher Education Institutions (HEIs)
spellingShingle Marketing skill required for managers of Higher Education Institutions (HEIs)
Freitas-da-Costa, Marconi
Educational marketing
Strategic planning
Competition
Marketing educacional
Planejamento estratégico
Concorrência
title_short Marketing skill required for managers of Higher Education Institutions (HEIs)
title_full Marketing skill required for managers of Higher Education Institutions (HEIs)
title_fullStr Marketing skill required for managers of Higher Education Institutions (HEIs)
title_full_unstemmed Marketing skill required for managers of Higher Education Institutions (HEIs)
title_sort Marketing skill required for managers of Higher Education Institutions (HEIs)
author Freitas-da-Costa, Marconi
author_facet Freitas-da-Costa, Marconi
Silva, Sara Oliveira e
Costa, Thatiana Gomes Menezes da
author_role author
author2 Silva, Sara Oliveira e
Costa, Thatiana Gomes Menezes da
author2_role author
author
dc.contributor.author.fl_str_mv Freitas-da-Costa, Marconi
Silva, Sara Oliveira e
Costa, Thatiana Gomes Menezes da
dc.subject.por.fl_str_mv Educational marketing
Strategic planning
Competition
Marketing educacional
Planejamento estratégico
Concorrência
topic Educational marketing
Strategic planning
Competition
Marketing educacional
Planejamento estratégico
Concorrência
description This work aims to identify the skills of marketing managers of two Higher Education Institutions (HEIs), a public school and a private one, making a parallel comparison between the knowledge of each manager and Marketing theories. Studies for this paper included exploratory and qualitative research, a semi-structured interview, and two study cases. Results from the survey show that both public and private HEIs make different use of marketing strategies. While the first institution uses some resources of the field, the second uses a more thorough and professional approach.
publishDate 2011
dc.date.none.fl_str_mv 2011-04-27
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://editoraessentia.iff.edu.br/index.php/vertices/article/view/1809-2667.20110003
10.5935/1809-2667.20110003
url https://editoraessentia.iff.edu.br/index.php/vertices/article/view/1809-2667.20110003
identifier_str_mv 10.5935/1809-2667.20110003
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://editoraessentia.iff.edu.br/index.php/vertices/article/view/1809-2667.20110003/642
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Instituto Federal de Educação, Ciência e Tecnologia Fluminense
publisher.none.fl_str_mv Instituto Federal de Educação, Ciência e Tecnologia Fluminense
dc.source.none.fl_str_mv Revista Vértices; Vol. 13 No. 1 (2011); 37-60
Revista Vértices; Vol. 13 Núm. 1 (2011); 37-60
Revista Vértices; v. 13 n. 1 (2011); 37-60
1809-2667
1415-2843
reponame:Vértices (Campos dos Goitacazes. Online)
instname:Centro Federal de Educação Tecnológica de Campos dos Goytacazes
instacron:IFFluminense
instname_str Centro Federal de Educação Tecnológica de Campos dos Goytacazes
instacron_str IFFluminense
institution IFFluminense
reponame_str Vértices (Campos dos Goitacazes. Online)
collection Vértices (Campos dos Goitacazes. Online)
repository.name.fl_str_mv Vértices (Campos dos Goitacazes. Online) - Centro Federal de Educação Tecnológica de Campos dos Goytacazes
repository.mail.fl_str_mv essentia@iff.edu.br
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