Propostas de estratégias de marketing educacional para instituições de ensino superior de administração

AUTOR(ES)
DATA DE PUBLICAÇÃO

1999

RESUMO

The present dissertation analyses the competitive environment and also the deep and accelerated changes that happen in the academic area. Specially to lES (Instituição de Ensino Superior) management. The impact brought by these changes, that affect the complex reality of the knowledge society as the totally of the business structure, is characterized by the capacity to generate, to hoard, to mend and to spread information. Based on this, IES, specially the management courses, almost all of them, are away from the market necessity. Business has been changing to an economy based on services and information, where people with great abilities and a strong technological support will build themselves into a critical factor of business success. The general aim was to identify strategies of educational marketing to lES turned to management. The methodology used was an exploring and qualitative search. In order to delimit learning, educational variables correlated to management teaching were analysed to the work market, they are not correlated to teaching with academic uses. By the exploring method characterization, the type as cross-section was not probabilistical, of deliberate type. Professional people of educational and executive areas were interviewed individually considering the experience, the knowledge and the information based on studying purpose. The questionnaire used was not structured or disguised. Sphinx Software was used to datas treatment, and it lexically analysed the occurred interviews. The analysis variabilities were the technical qualification, profissionalizing courses, the quality of the management courses, studying areas that the companies need, aspects that are missed in management courses, the absorption capacity of the new graduated student by the market, abilities and qualifications of the graduated student and prospects of business and educational sector. As main conclusions, the studies present a purpose on the educational marketing understanding, considering the educational/knowledge/technology and claim by knowledge. Educational marketing strategies must be precided by a strategic way of thinking, considering the critical factors of success about lES. Finally, the work suggests a flux of the educational marketing proposal, aming to attain the greatest efficiency in the strategically management of the mix educational marketing.

ASSUNTO(S)

furb marketing administração instituições de ensino superior high school institutions marketing administracao management

ACESSO AO ARTIGO

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