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Abstract(s)
O presente trabalho tem como objetivo identificar práticas de Marketing Educacional nas escolas públicas.
Tendo por base razões pessoais, profissionais, teóricas e legais que justificam estudos sobre as práticas de Marketing Educacional nas escolas públicas, revê-se a literatura sobre a evolução do marketing (geral) até à emergência do marketing societal e do Marketing Educacional.
Partindo dos normativos legais e da literatura, exploram-se as fontes de informação, a autonomia das escolas, a accountability, o planeamento estratégico e evidências dessas práticas associadas ao Marketing Educacional. Para o efeito, optou-se, metodologicamente, por realizar uma pesquisa quantitativa através de um inquérito por questionário realizado junto dos(as) diretores(as) dos agrupamentos de escolas e escolas não agrupadas de Portugal Continental.
No que respeita aos principais resultados obtidos, é possível concluir que, apesar de haver evidências de predominar a orientação da gestão para a “produção” do serviço educativo, há práticas de Marketing Educacional nas escolas públicas. Contudo, as escolas têm ainda uma consciência míope do que é o Marketing Educacional, pois há défice na identificação e na implementação dessas práticas. Verifica-se que as escolas fazem estudos de suporte a decisões sobre oferta formativa, de avaliação institucional e de satisfação junto dos alunos e restante comunidade educativa. Definem e implementam estratégias não só para cumprir os normativos legais, mas também adequar os serviços aos alunos, tornando-os parte ativa da coprodução do serviço educativo.
Com base nas conclusões e nas opções de concordância do(a)s diretores(as), foi delineado um plano de ação de intervenção de Marketing Educacional.
This project aims to identify educational marketing practices in state schools. Based on personal, professional, theoretical and legal reasons that justify studies on Educational Marketing practices in state schools, we'll be reviewing the literature on the evolution of marketing, and of general marketing until the emergence of Educational Marketing. Starting from legal requirements and literature, we will explore information sources, school autonomy, accountability, strategic and practical evidence associated with Educational Marketing. For this purpose, it was decided, as far as methodology is concerned, to carry out a quantitative research through a survey with the School Directors/headmasters of the school groupings and schools in mainland Portugal. Concerning the main results obtained, it is possible to conclude that, although there is evidence of a predominant management orientation towards the “production” of the educational service, it is undeniable that there are Educational Marketing practices in state schools. However, schools still have a short-sighted awareness of what Educational Marketing is, as there is a deficit in identifying and implementing these practices. In fact, schools carry out surveys that support decisions on training courses, institutional assessment and satisfaction among students and the rest of the educational community. They define and implement strategies not only to comply with legal regulations, but also to adapt services to students, making them an active part of the co-production of the educational service. Based on the headmasters' conclusions and agreement options, an Educational Marketing action plan was outlined. KEYWORDS: Educational Marketing,
This project aims to identify educational marketing practices in state schools. Based on personal, professional, theoretical and legal reasons that justify studies on Educational Marketing practices in state schools, we'll be reviewing the literature on the evolution of marketing, and of general marketing until the emergence of Educational Marketing. Starting from legal requirements and literature, we will explore information sources, school autonomy, accountability, strategic and practical evidence associated with Educational Marketing. For this purpose, it was decided, as far as methodology is concerned, to carry out a quantitative research through a survey with the School Directors/headmasters of the school groupings and schools in mainland Portugal. Concerning the main results obtained, it is possible to conclude that, although there is evidence of a predominant management orientation towards the “production” of the educational service, it is undeniable that there are Educational Marketing practices in state schools. However, schools still have a short-sighted awareness of what Educational Marketing is, as there is a deficit in identifying and implementing these practices. In fact, schools carry out surveys that support decisions on training courses, institutional assessment and satisfaction among students and the rest of the educational community. They define and implement strategies not only to comply with legal regulations, but also to adapt services to students, making them an active part of the co-production of the educational service. Based on the headmasters' conclusions and agreement options, an Educational Marketing action plan was outlined. KEYWORDS: Educational Marketing,
Description
Keywords
Marketing Educacional Marketing Educacional Estratégico Marketing Marketing nas escolas públicas Marketing nos estabelecimentos de ensino Marketing 3.0 Marketing 4.0 Educational Marketing Strategic Educational Marketing Marketing in public schools
Citation
Publisher
Instituto Politécnico do Porto. Escola Superior de Educação