Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course

Detalhes bibliográficos
Autor(a) principal: Pontes, Emiliano Sousa
Data de Publicação: 2018
Outros Autores: Ferreira, Roberto Cunha, Silva, Régis Barroso, Martins, Cibele Barsalini
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12453
Resumo: Porpose: The present study aims to identify the most relevant attributes in the choice of a higher education in the dimensions of educational institution, labour market, personal reasons and course. Method: Having as object of research the graduation course of Executive Secretariat in the Federal University of Cear and based on the analysis model proposed by Mainardes (2007), the research is characterized as quantitative and descriptive, having as strategy the Survey method, with data collected through a questionnaire structured on a Likert scale. The data were operationalized in the IBM SPSS 22 Software and the analysis was done through descriptive statistics and the multivariate linear regression technique. Originality/Relevance: The attraction of students is fundamental for the growth and survival of courses and educational institutions, being essential to identify key factors for the achievement of potential new entrants. Results: The results show that the attributes of attractiveness that best explain the choice of the Executive Secretariat course are related to the employability of the course, that is, the motivations related to the labor market dimension, and the quality of teaching offered, attribute related to the course dimension. Theoretical/methodological contributions: The contribution to the Marketing area is to provide information about attributes that directly influence future customer satisfaction, that in this case are related to the job market and to the Executive Secretariat course itself.
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spelling Attractiveness in Higher Education: Study with New Students in Executive Secretariat CourseAtratividade no Ensino Superior: Estudo com Alunos Ingressantes no Curso de Secretariado ExecutivoAttractiveness. Choice Attributes. Executive Secretariat.Atratividade. Atributos de Escolha. Secretariado Executivo.Porpose: The present study aims to identify the most relevant attributes in the choice of a higher education in the dimensions of educational institution, labour market, personal reasons and course. Method: Having as object of research the graduation course of Executive Secretariat in the Federal University of Cear and based on the analysis model proposed by Mainardes (2007), the research is characterized as quantitative and descriptive, having as strategy the Survey method, with data collected through a questionnaire structured on a Likert scale. The data were operationalized in the IBM SPSS 22 Software and the analysis was done through descriptive statistics and the multivariate linear regression technique. Originality/Relevance: The attraction of students is fundamental for the growth and survival of courses and educational institutions, being essential to identify key factors for the achievement of potential new entrants. Results: The results show that the attributes of attractiveness that best explain the choice of the Executive Secretariat course are related to the employability of the course, that is, the motivations related to the labor market dimension, and the quality of teaching offered, attribute related to the course dimension. Theoretical/methodological contributions: The contribution to the Marketing area is to provide information about attributes that directly influence future customer satisfaction, that in this case are related to the job market and to the Executive Secretariat course itself. Objetivo: O presente estudo tem como objetivo identificar quais os atributos mais relevantes na escolha de um curso superior nas dimenses de instituio de ensino, mercado de trabalho, motivos pessoais e curso.Mtodo: Tendo como objeto de investigao o curso de graduao em Secretariado Executivo da Universidade Federal do Cear e baseando-se no modelo de anlise proposto por Mainardes (2007), a pesquisa caracterizada como quantitativa e descritiva, tendo como estratgia o mtodo Survey, com coleta de dados realizada mediante questionrio estruturado em escala Likert. Os dados foram operacionalizados no Software IBM SPSS 22 e a anlise se deu por meio de estatstica descritiva e da tcnica multivariada de regresso linear.Originalidade/Relevncia: A atrao de estudantes fundamental para o crescimento e a sobrevivncia dos cursos e instituies de ensino, sendo imprescindvel identificar fatores-chave para a conquista de potenciais ingressantes.Resultados: Os resultados evidenciam que os atributos de atratividade que melhor explicam a escolha pelo curso de Secretariado Executivo relacionam-se com a empregabilidade do curso, ou seja, as motivaes relacionadas dimenso mercado de trabalho, e com a qualidade do ensino oferecido, atributo relacionado dimenso curso.Contribuies tericas/metodolgicas: A contribuio do estudo para a rea de Marketing est em fornecer informaes acerca de atributos que influenciam diretamente na satisfao futura do cliente, que neste caso esto relacionados ao mercado de trabalho e ao prprio curso de Secretariado Executivo. Universidade Nove de Julho - Uninove2018-09-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1245310.5585/remark.v17i4.3809ReMark - Revista Brasileira de Marketing; v. 17, n. 4 (2018): Outubro - Dezembro; 520-5312177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12453/6012Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessPontes, Emiliano SousaFerreira, Roberto CunhaSilva, Régis BarrosoMartins, Cibele Barsalini2019-02-27T02:18:03Zoai:https://periodicos.uninove.br:article/12453Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-27T02:18:03REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course
Atratividade no Ensino Superior: Estudo com Alunos Ingressantes no Curso de Secretariado Executivo
title Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course
spellingShingle Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course
Pontes, Emiliano Sousa
Attractiveness. Choice Attributes. Executive Secretariat.
Atratividade. Atributos de Escolha. Secretariado Executivo.
title_short Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course
title_full Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course
title_fullStr Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course
title_full_unstemmed Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course
title_sort Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course
author Pontes, Emiliano Sousa
author_facet Pontes, Emiliano Sousa
Ferreira, Roberto Cunha
Silva, Régis Barroso
Martins, Cibele Barsalini
author_role author
author2 Ferreira, Roberto Cunha
Silva, Régis Barroso
Martins, Cibele Barsalini
author2_role author
author
author
dc.contributor.author.fl_str_mv Pontes, Emiliano Sousa
Ferreira, Roberto Cunha
Silva, Régis Barroso
Martins, Cibele Barsalini
dc.subject.por.fl_str_mv Attractiveness. Choice Attributes. Executive Secretariat.
Atratividade. Atributos de Escolha. Secretariado Executivo.
topic Attractiveness. Choice Attributes. Executive Secretariat.
Atratividade. Atributos de Escolha. Secretariado Executivo.
description Porpose: The present study aims to identify the most relevant attributes in the choice of a higher education in the dimensions of educational institution, labour market, personal reasons and course. Method: Having as object of research the graduation course of Executive Secretariat in the Federal University of Cear and based on the analysis model proposed by Mainardes (2007), the research is characterized as quantitative and descriptive, having as strategy the Survey method, with data collected through a questionnaire structured on a Likert scale. The data were operationalized in the IBM SPSS 22 Software and the analysis was done through descriptive statistics and the multivariate linear regression technique. Originality/Relevance: The attraction of students is fundamental for the growth and survival of courses and educational institutions, being essential to identify key factors for the achievement of potential new entrants. Results: The results show that the attributes of attractiveness that best explain the choice of the Executive Secretariat course are related to the employability of the course, that is, the motivations related to the labor market dimension, and the quality of teaching offered, attribute related to the course dimension. Theoretical/methodological contributions: The contribution to the Marketing area is to provide information about attributes that directly influence future customer satisfaction, that in this case are related to the job market and to the Executive Secretariat course itself.
publishDate 2018
dc.date.none.fl_str_mv 2018-09-10
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12453
10.5585/remark.v17i4.3809
url https://periodicos.uninove.br/remark/article/view/12453
identifier_str_mv 10.5585/remark.v17i4.3809
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12453/6012
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 17, n. 4 (2018): Outubro - Dezembro; 520-531
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
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instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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