THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRA
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , |
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 |
Resumo: | 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. |
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THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRAEL PAPEL DEL MARKETING EN LA ENSEÑANZA SUPERIOR: UN ESTUDIO DE CASO SOBRE ESTRATEGIAS DE MARKETING EN LA UNIVERSIDAD DE COIMBRAO PAPEL DO MARKETING NO ENSINO SUPERIOR: ESTUDO DE CASO DAS ESTRATÉGIAS DE MARKETING DA UNIVERSIDADE DE COIMBRAMarketingMarketing of ServicesHigher Education Institutions (HEI)University of Coimbra (UC)MarketingMarketing dos ServiçosInstituições de Ensino Superior (IES)Universidade de Coimbra (UC)MarketingUniversidad de CoimbraEducacion superiorThe 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.La presente investigación pretende comprender la importancia del papel de la implementación de buenas estrategias de marketing en las diversas Instituciones de Educación Superior. Durante la revisión bibliográfica, pudimos comprender que las IES trabajan con una multitud de públicos y es fundamental que los identifiquen y estudien para poder complacerlos. El núcleo práctico de la investigación trató de identificar y explicar las principales estrategias de marketing aplicadas por la Universidad de Coimbra y cómo contribuyen al éxito de la organización. Pudimos concluir que la UC emplea esfuerzos considerables en la comunicación con sus principales grupos de interés y que sabe adaptarse a las características específicas del público al que sirve, lo que le confiere éxito en su actividad. La UC transmite una imagen sólida basada en la tradición, la internacionalización y la excelencia académica.A presente pesquisa pretende compreender a importância do papel da implementação de boas estratégias de marketing nas várias Instituições de Ensino Superior. Durante a revisão da literatura conseguimos compreender que as IES trabalham com uma imensidão de públicos, sendo crucial que os identifiquem e estudem para que possam agradar aos mesmos. O núcleo prático da pesquisa procurou identificar e explanar as principais estratégias de marketing aplicadas pela Universidade de Coimbra e como é que as mesmas contribuem para o sucesso da organização. Conseguimos concluir que a UC emprega esforços consideráveis na comunicação com os seus principais stakeholders e que se consegue moldar às características especificas públicos que atende, o que lhe confere êxito na sua atividade. A UC transmite uma imagem forte assente na tradição, internacionalização e excelência académica.Sergio Salles2023-03-09info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.telosjournals.com.br/ojs/index.php/isa/article/view/14410.59079/isagoge.v3i1.144Isagoge - Journal of Humanities and Social Sciences; Vol. 3 No. 1 (2023); 29-51Isagoge - Journal of Humanities and Social Sciences; Vol. 3 Núm. 1 (2023); 29-51Isagoge - Journal of Humanities and Social Sciences; v. 3 n. 1 (2023); 29-512763-7123reponame:Isagoge (Niterói)instname:Publicação independenteinstacron:INDEPporhttps://www.telosjournals.com.br/ojs/index.php/isa/article/view/144/110Copyright (c) 2023 Isagoge - Journal of Humanities and Social Scienceshttps://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessSousa, Maria Beatriz BernardoResende, Sérgio André LopesCorreia, Pedro Miguel Alves Ribeiro2023-03-12T21:23:20Zoai:ojs2.www.telosjournals.com.br:article/144Revistahttps://www.telosjournals.com.br/ojs/index.php/isaPRIhttps://www.telosjournals.com.br/ojs/index.php/isa/oaitelos@telosjournals.com2763-71232763-7123opendoar:2023-03-12T21:23:20Isagoge (Niterói) - Publicação independentefalse |
dc.title.none.fl_str_mv |
THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRA EL PAPEL DEL MARKETING EN LA ENSEÑANZA SUPERIOR: UN ESTUDIO DE CASO SOBRE ESTRATEGIAS DE MARKETING EN LA UNIVERSIDAD DE COIMBRA O PAPEL DO MARKETING NO ENSINO SUPERIOR: ESTUDO DE CASO DAS ESTRATÉGIAS DE MARKETING DA UNIVERSIDADE DE COIMBRA |
title |
THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRA |
spellingShingle |
THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRA Sousa, Maria Beatriz Bernardo 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 |
title_short |
THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRA |
title_full |
THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRA |
title_fullStr |
THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRA |
title_full_unstemmed |
THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRA |
title_sort |
THE ROLE OF MARKETING IN HIGHER EDUCATION: A CASE STUDY OF MARKETING STRATEGIES AT THE UNIVERSITY OF COIMBRA |
author |
Sousa, Maria Beatriz Bernardo |
author_facet |
Sousa, Maria Beatriz Bernardo Resende, Sérgio André Lopes Correia, Pedro Miguel Alves Ribeiro |
author_role |
author |
author2 |
Resende, Sérgio André Lopes Correia, Pedro Miguel Alves Ribeiro |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Sousa, Maria Beatriz Bernardo Resende, Sérgio André Lopes Correia, Pedro Miguel Alves Ribeiro |
dc.subject.por.fl_str_mv |
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 |
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 |
description |
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. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-03-09 |
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://www.telosjournals.com.br/ojs/index.php/isa/article/view/144 10.59079/isagoge.v3i1.144 |
url |
https://www.telosjournals.com.br/ojs/index.php/isa/article/view/144 |
identifier_str_mv |
10.59079/isagoge.v3i1.144 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.telosjournals.com.br/ojs/index.php/isa/article/view/144/110 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 Isagoge - Journal of Humanities and Social Sciences https://creativecommons.org/licenses/by-nc-nd/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 Isagoge - Journal of Humanities and Social Sciences https://creativecommons.org/licenses/by-nc-nd/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Sergio Salles |
publisher.none.fl_str_mv |
Sergio Salles |
dc.source.none.fl_str_mv |
Isagoge - Journal of Humanities and Social Sciences; Vol. 3 No. 1 (2023); 29-51 Isagoge - Journal of Humanities and Social Sciences; Vol. 3 Núm. 1 (2023); 29-51 Isagoge - Journal of Humanities and Social Sciences; v. 3 n. 1 (2023); 29-51 2763-7123 reponame:Isagoge (Niterói) instname:Publicação independente instacron:INDEP |
instname_str |
Publicação independente |
instacron_str |
INDEP |
institution |
INDEP |
reponame_str |
Isagoge (Niterói) |
collection |
Isagoge (Niterói) |
repository.name.fl_str_mv |
Isagoge (Niterói) - Publicação independente |
repository.mail.fl_str_mv |
telos@telosjournals.com |
_version_ |
1797042137869582336 |