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

  • 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)

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.

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File URL: http://globadvantage.ipleiria.pt/files/2008/05/working_paper-17_globadvantage.pdf
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Paper provided by globADVANTAGE, Polytechnic Institute of Leiria in its series Working Papers with number 17.

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Date of creation: 12 May 2008
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Handle: RePEc:pil:wpaper:17
Contact details of provider: Web page: http://globadvantage.ipleiria.pt
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