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Advisor(s)
Abstract(s)
A presente investigação incide sobre as perceções que alunos, pais, professores e
público em geral têm sobre uma escola privada quanto à sua imagem e qualidade do
serviço prestado.
Traçando fronteiras, marcando distâncias ou assinalando caminhos comuns,
pretende-se articular conceitos e ferramentas intrínsecas à área do marketing com a
esfera do âmbito educacional.
A pesquisa centrou-se num estudo de caso, tendo-se optado por uma análise dentro
do paradigma qualitativo-interpretativo.
This research focuses on the perceptions that students, parents, teachers and general public have about a private school for their image and service quality. Mapping boundaries, marking distances or pointing common pathways, it plans to articulate concepts and tools intrinsic to the marketing area with the educational realm. The research focused on a case study and an analysis within the qualitativeinterpretive paradigm had been chosen.
This research focuses on the perceptions that students, parents, teachers and general public have about a private school for their image and service quality. Mapping boundaries, marking distances or pointing common pathways, it plans to articulate concepts and tools intrinsic to the marketing area with the educational realm. The research focused on a case study and an analysis within the qualitativeinterpretive paradigm had been chosen.
Description
Keywords
Marketing educacional Imagem Perceções Escola privada Educational marketing Image Perceptions Private school
Citation
Publisher
Instituto Politécnico do Porto. Escola Superior de Educação