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Emergência do marketing nas instituições de ensino superior: Um estudo exploratório

Author

Listed:
  • Getulio Nunes

    (Universidade do Sul de Santa Catarina)

  • Edgar Lanzer

    (Universidade do Sul de Santa Catarina)

  • Fernando A. Ribeiro Serra

    (UNISUL Business School)

  • Manuel Portugal Ferreira

    (Instituto Politécnico de Leiria)

Abstract

Este trabalho apresenta um estudo exploratório sobre o marketing nas universidades privadas e comunitárias brasileiras. Analisa o cenário competitivo do ensino superior brasileiro, para demonstrar que a utilização de estratégias de marketing é um fator crítico de sucesso para essas organizações. As barreiras contra o marketing nas universidades necessitam cair para fazer face a rápida mudança no ambiente competitivo, como a queda da demanda associada à multiplicação de novos concorrentes. Neste trabalho discutimos o cenário atual enolvendo as IES e estipulando como as estratégias de marketing poderão ser utilizadas. É feita uma revisão teórica sobre o marketing sempre em paralelo com a análise e contextualização para organizações universitárias.

Suggested Citation

  • Getulio Nunes & Edgar Lanzer & Fernando A. Ribeiro Serra & Manuel Portugal Ferreira, 2008. "Emergência do marketing nas instituições de ensino superior: Um estudo exploratório," Working Papers 17, globADVANTAGE, Polytechnic Institute of Leiria.
    • Handle: RePEc:pil:wpaper:17
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    File URL: https://globadvantage.ipleiria.pt/files/2008/05/working_paper-17_globadvantage.pdf
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    More about this item

    Keywords

    Marketing de relacionamento; Marketing em instituições de ensino superior; Estratégia.;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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