Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course
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Data de Publicação: | 2018 |
Outros Autores: | , , |
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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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) instacron:RBM |
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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1799138641567547392 |