Detalhes bibliográficos
| Ano de defesa: |
2016 |
| Autor(a) principal: |
Silva, Renato Laurentino da |
| Orientador(a): |
Las Casas, Alexandre Luzzi |
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Administração
|
| Departamento: |
Faculdade de Economia, Administração, Contábeis e Atuariais
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
https://tede2.pucsp.br/handle/handle/19238
|
Resumo: |
Higher education in Brazil has grown significantly in the last 20 years, mainly in the private sector. This occurred after the promulgation of the Guidelines and Framework Law, which allowed the operation of Higher Education Institutions oriented for profit, consolidating a competitive environment. The institutions in this sector compete for new students. Then marketing begins to be built in a limited way in most universities, being responsible only for disclosure of the entrance exam processes and internal events. In this new competitive environment, private community and religious higher education institutions, which were the first to arise in the country, they have faced challenges that put in risk their sustainability. With the consolidation of the education market, it was necessary to professionalize the marketing practiced by IES. Accepting this scenario, this thesis sought to ascertain, as a general objective, the role of the Department of Marketing in Community Higher Education institutions. The specific objectives investigated the reputation of this department and its ability to integrate with other sectors, and the degree of market orientation of the institutions. We also verified whether this reputation influence in this direction. The data was collected with a structured questionnaire and was sent electronically to 51 institutions in a convenience sample. The results demonstrated that DM is beginning to have a more strategic role that the operational management of ICES. This is mainly influenced by the degree of knowledge that the Rector / Maintainer has about marketing. To measure the degree of market orientation we use the MARKOR scale and found that the Community Higher Education institutions are at the midpoint of the scale, with regard to the generation and dissemination of information; however, still has little capacity to respond effectively to the needs and market changes. We conclude that the strengthening of the DM within the ICES can bring many benefits to the institution. However, the involvement and support of CEO is necessary, so that you can create appropriate conditions for a more collaborative and effective marketing work |
