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Abstract(s)
Desde sempre, o Marketing é um assunto controverso, pois a academia, o mercado,
os profissionais e a sociedade nem sempre possuem a mesma visão sobre o seu
conceito. Há, em profusão, pesquisas acadêmicas e não acadêmicas sobre o tema.
No entanto, poucas delas discorrem sobre o marketing em instituições de ensino e,
menos ainda, em instituições públicas de ensino superior brasileira. Por isso, esta
pesquisa pretende: aliar o(s) conceito(s) de marketing, de acordo com alguns
autores/obras capitais, às práticas dos institutos federais de ensino, mais
especificamente do IFTM (Instituto Federal do Triângulo Mineiro). Por objetivar a
revisão bibliográfica sobre determinados assuntos (marketing; surgimento e
importância dos institutos federais; ações de marketing em instituições de ensino
(sobretudo públicas), etc.), é possível enxergar sua contribuição teórica. Ademais,
percebe-se no corpo do conhecimento nacional uma parca bibliografia sobre ações
de marketing em instituições de ensino, em especial públicas. Na verdade, quase
nada há sobre essa relação, fruto – possivelmente – por causa de certo preconceito
por parte dos pesquisadores e dos gestores da educação (pública). Assim, um
estudo que visa levantar, identificar, analisar e descrever as particularidades das
ações de marketing de um instituto federal de educação, e de que maneira essas
ações são vistas pelos gestores da educação, é importante também pela sua
contribuição prática e social. A partir da discussão que teve em consideração o
marketing como uma ferramenta passível de manter e divulgar cursos, reconhecer
seu público-alvo, propiciar vantagens para o setor público, atrair maior quantidade (e
em qualidade) alunos para a instituição, entre outras, enxerga-se na presente
dissertação sua contribuição social. Enfim, a junção desses três tipos de
contribuição (teórica, prática e social) é uma justificativa plausível para a elaboração
e consecução da pesquisa em questão. Desse modo, justifica-se o presente estudo,
pois pretende discutir como as instituições de ensino – especialmente o IFTM, uma
instituição pública de ensino gratuito cujo diferencial está na qualidade do ensino
com professores qualificados (a maioria mestres e doutores) – estão praticando suas
ações de marketing, tendo em vista a abertura de um elevado número de novas
instituições de ensino em pontos estratégicos na região do Triângulo Mineiro, o que
aumenta o número de novos cursos e vagas. Onde se conclui que no Brasil, tendo
em vista o crescimento na oferta de IES e o consequente aumento da concorrência,
a maneira de conduzir as Instituições deve ser repensada, havendo a necessidade
da utilização de estratégias de marketing por parte destas instituições para
conseguir atingir seus objetivos institucionais. É necessário que em meio a toda esta
evolução, a Instituição procure renovar-se, adaptar-se e aperfeiçoar-se, visando
aumentar os níveis de competência e de qualidade, buscando um melhoramento
contínuo. Dessa forma, é preciso cada vez mais responder aos desafios da
sociedade contemporânea, o que exige uma constante adaptação.
Marketing has always been a controversial subject, since academia, the market professionals and society do not always have the same vision about their concept. There are many academic and non-academic research on the subject of marketing. However, few of this research investigate the marketing of educational institutions and even less in public educational institutions in Brazil. It is what this research intends to accomplish: to combine the concept (s) of marketing, according to some authors / capital works, to the practices of the federal institutes of education, more specifically of the Federal Institute of the Triangle Mineiro. Scientific research alone has its relevance because it is a set of historically accumulated socially acquired and produced specific knowledge whose transmission benefits or is likely to benefit the population in general. By objectifying the bibliographic review on certain subjects (marketing, emergence and importance of federal institutes, marketing actions in educational institutions (mainly public), etc.), it is possible to see their theoretical contribution. In addition, it is perceived in the body of the national knowledge a little bibliography on actions of marketing in educational institutions, in particular public. In fact, there is almost nothing about this relationship, possibly a result of a certain prejudice on the part of researchers and managers of (public) education. Thus, it is believed that research aimed at drawing this relationship and collaborating to resolve some prejudices, contributes in several aspects and the various parties involved: to the institution itself; to the managers of these institutions; established partnerships, with the State, with organizations of the Third Sector, and with the private sector; to the target audience: the students. Thus, a study aimed at raising, identifying, analyzing and describing the particularities of the marketing actions of a federal institute of education, and in what way these actions are viewed by education managers, is also important for its practical and social contribution. From the discussion that takes marketing into account as a tool that can maintain and disseminate courses, recognize its target audience, provide advantages for the public sector, attract more (and quality) students to the institution, among others, see in this dissertation its social contribution. Finally, the combination of these three types of contribution (theoretical, practical and social) is a plausible justification for the elaboration and achievement of the research in question. Therefore, the present study is justified, as it intends to discuss how the teaching institutions - especially the IFTM, a public free educational institution whose differential is in the quality of teaching with qualified teachers (mostly masters and doctors) - are practicing their marketing actions, with a view to opening a large number of new educational institutions at strategic points in the Triângulo Mineiro region, which increases the number of new courses and vacancies. In this way, it is increasingly necessary to respond to the challenges of contemporary society, which requires a constant adaptation.
Marketing has always been a controversial subject, since academia, the market professionals and society do not always have the same vision about their concept. There are many academic and non-academic research on the subject of marketing. However, few of this research investigate the marketing of educational institutions and even less in public educational institutions in Brazil. It is what this research intends to accomplish: to combine the concept (s) of marketing, according to some authors / capital works, to the practices of the federal institutes of education, more specifically of the Federal Institute of the Triangle Mineiro. Scientific research alone has its relevance because it is a set of historically accumulated socially acquired and produced specific knowledge whose transmission benefits or is likely to benefit the population in general. By objectifying the bibliographic review on certain subjects (marketing, emergence and importance of federal institutes, marketing actions in educational institutions (mainly public), etc.), it is possible to see their theoretical contribution. In addition, it is perceived in the body of the national knowledge a little bibliography on actions of marketing in educational institutions, in particular public. In fact, there is almost nothing about this relationship, possibly a result of a certain prejudice on the part of researchers and managers of (public) education. Thus, it is believed that research aimed at drawing this relationship and collaborating to resolve some prejudices, contributes in several aspects and the various parties involved: to the institution itself; to the managers of these institutions; established partnerships, with the State, with organizations of the Third Sector, and with the private sector; to the target audience: the students. Thus, a study aimed at raising, identifying, analyzing and describing the particularities of the marketing actions of a federal institute of education, and in what way these actions are viewed by education managers, is also important for its practical and social contribution. From the discussion that takes marketing into account as a tool that can maintain and disseminate courses, recognize its target audience, provide advantages for the public sector, attract more (and quality) students to the institution, among others, see in this dissertation its social contribution. Finally, the combination of these three types of contribution (theoretical, practical and social) is a plausible justification for the elaboration and achievement of the research in question. Therefore, the present study is justified, as it intends to discuss how the teaching institutions - especially the IFTM, a public free educational institution whose differential is in the quality of teaching with qualified teachers (mostly masters and doctors) - are practicing their marketing actions, with a view to opening a large number of new educational institutions at strategic points in the Triângulo Mineiro region, which increases the number of new courses and vacancies. In this way, it is increasingly necessary to respond to the challenges of contemporary society, which requires a constant adaptation.
Description
Keywords
Marketing Instituição pública Ações Terceiro setor Marketing Actions Third sector Public institution