ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES
The education market has been experiencing moments of intense changes, mainly due to the fierce competition in the industry. This article aims to make a general analysis of this market, showing the perspective of marketing, its importance and the need to adapt to the new economy and its requirements...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Spanish |
| Published: |
Universidade Federal de Santa Catarina
2011-01-01
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| Series: | Revista Gestão Universitária na América Latina |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=319327511007 |
| _version_ | 1797656695456923648 |
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| author | José Vorlei Guimarães Martins Renato Marcelo Teixeira de Menezes Leonides da Silva Justiniano |
| author_facet | José Vorlei Guimarães Martins Renato Marcelo Teixeira de Menezes Leonides da Silva Justiniano |
| author_sort | José Vorlei Guimarães Martins |
| collection | DOAJ |
| description | The education market has been experiencing moments of intense changes, mainly due to the fierce competition in the industry. This article aims to make a general analysis of this market, showing the perspective of marketing, its importance and the need to adapt to the new economy and its requirements. For such purpose, we use the methodology of documentary and bibliographical research. The results indicate the need of strategic marketing actions, which aims to strengthen higher education institutions - HEIs in the fierce competition in the sector. We realize that until very recently, most of the HEIs focused their investments in buildings and laboratories, without due concern to identify the expectations and desires of students and the demands of the market. We conclude that, nowadays, the new reality requires clear positioning and that the brand reputation and value added to it are becoming increasingly important, which implies the development of internal and external actions, within a perspective that classifies the student as a client, not just as a student. |
| first_indexed | 2024-03-11T17:33:23Z |
| format | Article |
| id | doaj.art-1aeb9bb50cf5425490032b3a7418fe5d |
| institution | Directory Open Access Journal |
| issn | 1983-4535 |
| language | Spanish |
| last_indexed | 2024-03-11T17:33:23Z |
| publishDate | 2011-01-01 |
| publisher | Universidade Federal de Santa Catarina |
| record_format | Article |
| series | Revista Gestão Universitária na América Latina |
| spelling | doaj.art-1aeb9bb50cf5425490032b3a7418fe5d2023-10-18T21:28:43ZspaUniversidade Federal de Santa CatarinaRevista Gestão Universitária na América Latina1983-45352011-01-0142110122ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IESJosé Vorlei Guimarães MartinsRenato Marcelo Teixeira de MenezesLeonides da Silva JustinianoThe education market has been experiencing moments of intense changes, mainly due to the fierce competition in the industry. This article aims to make a general analysis of this market, showing the perspective of marketing, its importance and the need to adapt to the new economy and its requirements. For such purpose, we use the methodology of documentary and bibliographical research. The results indicate the need of strategic marketing actions, which aims to strengthen higher education institutions - HEIs in the fierce competition in the sector. We realize that until very recently, most of the HEIs focused their investments in buildings and laboratories, without due concern to identify the expectations and desires of students and the demands of the market. We conclude that, nowadays, the new reality requires clear positioning and that the brand reputation and value added to it are becoming increasingly important, which implies the development of internal and external actions, within a perspective that classifies the student as a client, not just as a student.http://www.redalyc.org/articulo.oa?id=319327511007educationmarketingmarketeducationheis |
| spellingShingle | José Vorlei Guimarães Martins Renato Marcelo Teixeira de Menezes Leonides da Silva Justiniano ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES Revista Gestão Universitária na América Latina education marketing market education heis |
| title | ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES |
| title_full | ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES |
| title_fullStr | ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES |
| title_full_unstemmed | ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES |
| title_short | ATUAÇÃO DO DEPARTAMENTO DE MARKETING EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR - IES |
| title_sort | atuacao do departamento de marketing em uma instituicao de ensino superior ies |
| topic | education marketing market education heis |
| url | http://www.redalyc.org/articulo.oa?id=319327511007 |
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