IDEAS home Printed from https://ideas.repec.org/p/pil/wpaper/17.html
   My bibliography  Save this paper

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
    as

    Download full text from publisher

    File URL: http://globadvantage.ipleiria.pt/files/2008/05/working_paper-17_globadvantage.pdf
    Download Restriction: no

    More about this item

    Keywords

    Marketing de relacionamento; Marketing em instituições de ensino superior; Estratégia.;

    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

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pil:wpaper:17. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Nuno Reis). General contact details of provider: http://edirc.repec.org/data/deiplpt.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.