MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO
The competitive job market and the pursuit for knowledge attract new graduates and graduated professionals to specialize through specialization courses. However, the significant increase in th e number of institutions offering this type of service makes studies about educ...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | Spanish |
| Published: |
Universidade Federal de Santa Catarina
2017-01-01
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| Series: | Revista Gestão Universitária na América Latina |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=319354295011 |
| _version_ | 1797656566288089088 |
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| author | Clayton Daniel Masquietto Nádia Kassouf Pizzinatto Andrea Kassouf Pizzinatto Rosana Borges Zaccaria |
| author_facet | Clayton Daniel Masquietto Nádia Kassouf Pizzinatto Andrea Kassouf Pizzinatto Rosana Borges Zaccaria |
| author_sort | Clayton Daniel Masquietto |
| collection | DOAJ |
| description | The competitive job market and the pursuit for knowledge attract new graduates and graduated professionals to specialize through specialization courses. However, the significant increase in th e number of institutions offering this type of service makes studies about education marketing a necessary tool for attracting students. In this sense, the main objective of the present study is to identify the features that lead the students of a private higher education institution of the city of Piracicaba to choose their specialization courses. For this purpose a descriptive survey was carried out with a quantitative approach, by means of applying a questionnaire collecting motivating factors of communi cation, quality and convenience, e and questioning the demand for other institutions. The results indicate that the students who affirmed comparing the institution and its courses with others offered in the market made their decisions based on the three ty pes of motivational attributes studied. That is, students seek a combination of good information, quality and convenience to define their choices. On this basis, the results can help the definition of higher education institution strategies in terms of edu cation marketing and competitive politics. |
| first_indexed | 2024-03-11T17:31:29Z |
| format | Article |
| id | doaj.art-36875a8f586e4f2dbc416ff1057cb88e |
| institution | Directory Open Access Journal |
| issn | 1983-4535 |
| language | Spanish |
| last_indexed | 2024-03-11T17:31:29Z |
| publishDate | 2017-01-01 |
| publisher | Universidade Federal de Santa Catarina |
| record_format | Article |
| series | Revista Gestão Universitária na América Latina |
| spelling | doaj.art-36875a8f586e4f2dbc416ff1057cb88e2023-10-18T21:28:47ZspaUniversidade Federal de Santa CatarinaRevista Gestão Universitária na América Latina1983-45352017-01-01104227251MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃOClayton Daniel MasquiettoNádia Kassouf PizzinattoAndrea Kassouf PizzinattoRosana Borges ZaccariaThe competitive job market and the pursuit for knowledge attract new graduates and graduated professionals to specialize through specialization courses. However, the significant increase in th e number of institutions offering this type of service makes studies about education marketing a necessary tool for attracting students. In this sense, the main objective of the present study is to identify the features that lead the students of a private higher education institution of the city of Piracicaba to choose their specialization courses. For this purpose a descriptive survey was carried out with a quantitative approach, by means of applying a questionnaire collecting motivating factors of communi cation, quality and convenience, e and questioning the demand for other institutions. The results indicate that the students who affirmed comparing the institution and its courses with others offered in the market made their decisions based on the three ty pes of motivational attributes studied. That is, students seek a combination of good information, quality and convenience to define their choices. On this basis, the results can help the definition of higher education institution strategies in terms of edu cation marketing and competitive politics.http://www.redalyc.org/articulo.oa?id=319354295011higher education institutionsspecialization courseseducation marketingmotivational attributes |
| spellingShingle | Clayton Daniel Masquietto Nádia Kassouf Pizzinatto Andrea Kassouf Pizzinatto Rosana Borges Zaccaria MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO Revista Gestão Universitária na América Latina higher education institutions specialization courses education marketing motivational attributes |
| title | MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO |
| title_full | MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO |
| title_fullStr | MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO |
| title_full_unstemmed | MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO |
| title_short | MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO |
| title_sort | marketing no ensino superior atributos valorizados pelos discentes de curso de especializacao |
| topic | higher education institutions specialization courses education marketing motivational attributes |
| url | http://www.redalyc.org/articulo.oa?id=319354295011 |
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