Comparação de práticas de gestão comercial em instituições de ensino superior com base nas diferenças entre percepções de diretores de marketing e admissão e o potencial estudante no processo de escolha de uma carreira profissional
DOI:
https://doi.org/10.18041/1657-2815/libreempresa.2017v14n2.1594Palavras-chave:
Gestão e Marketing de Serviços, Gestão comercial, Instituições de Ensino Superior - IES, Estudantes no processo de escolha de um programa de graduação, Diretores de Marketing e Admissão, Boas Práticas, Atividades de RecrutamentoResumo
O objetivo desta pesquisa foi avaliar através da percepção de dois pontos de vista diferentes, independentemente de as boas práticas de gestão de negócios feitas e disseminadas pelas Instituições de Ensino Superior (a seguir designadas “IES”) estar relacionadas à escolha de uma carreira profissional . O método de pesquisa teve uma fase inicial de observação e coleta de informações para depois projetar uma pesquisa com perguntas espelhadas que foram avaliadas, uma com os diretores de marketing e admissão das instituições e outra com alunos da décima primeira série em processo de escolha de carreira As pesquisas produziram resultados que confirmam que a realização de boas práticas de gerenciamento de negócios, em que o aluno potencial identifica atributos tangíveis, como a Credenciamento Institucional avaliada nesta medida, são fatores que se somam na escolha universitária do aluno e que geram matrículas efetivas das pessoas admitidas. Estes resultados mostram que os gerentes de marketing das IES devem implementar ou reforçar boas práticas de gestão comercial no campo do recrutamento de seus potenciais estudantes.
Downloads
Referências
Agarwala, R., & Mehta, M. (2006). Increasing internationalization and diversification of the student body: Case study of A proven proactive recruiting model and strategies for further enhancement. In ASEE Annual Conference and Exposition, Conference Proceedings.
Bejou D., Bejou A. (2012). Shared Governance and Punctuated Equilibrium in Higher Education: The Case for Student Recruitment, Retention, and Graduation.
Briggs, S. (2006). An exploratory study of the factors influencing undergraduate student choice: the case of higher education in Scotland. Studies in Higher Education, 31, 705–722.
Briggs, S., & Wilson, A. (2007). Which University? A Study of the Influence of Cost and Information Factors on Scottissh Undergraduate Choice. Journal of Higher Education Policy and Management2, 29, 57–72.
Bugliarello, G. (1996). Urban Knowledge Parks and Economic and Social Development Strategies. Journal of Urban Planning and Development, 122, 33–45.
Cardoso, A., Portela, M., Sá, C., & Alexandre, F. (2008). Demand for Higher education programmes. CESifo Economic Studies, 54(2), 229–247.
Coenen, L., Moodysson, J., Ryan, C., Asheim, B., & Phillips, P. (2006). Comparing a Pharmaceutical and an Agro-food Bioregion: On the Importance of Knowledge Bases for Socio-spatial Patterns of Innovation. Industry & Innovation, Taylor and Francis Journals, 13, 393–414.
Cummings, S., Rosentraub, M., Domahidy, M., & Coffin, S. (2005). University Involment in Downtown Revitalization: Managing Political and Financial Risks. In The University as Urban Developer: Case Studies and Analysis. M.E. Sharpe, Inc.
Fefer, J. P., De-Urioste Stone, S., Daigle, J., & Silka, L. (2016). Using the Delphi Technique to Identify Key Elements for Effective and Sustainable Visitor Use Planning Frameworks. SAGE Open, 6(2). https://doi.org/10.1177/2158244016643141
Han P. (2014). A Literature Review on College Choice and Marketing Strategies for Recruitment. Family and Consumer Sciences Research Journal, 43(2), 120–130.
Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. https://doi. org/10.1108/09513550610669176
Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299. https://doi. org/10.1108/09513540810875635
Khashab, B., Gulliver, S. R., Alsoud, A., & Kyritsis, M. (2014). Scoping customer relationship management strategy in HEI understanding steps towards alignment of customer and management needs. In ICEIS 2014 - Proceedings of the 16th International Conference on Enterprise Information Systems (Vol. 2, pp. 267–274). School of Business Informatics, Systems and Accounting, University of Reading (UK), Henley Business School, RG6 6UR, Reading, Berkshire, United Kingdom. Retrieved from https://www.scopus.com/inward/record.uri?eid=2-s2.0-84902344163&partnerID=40&md5=3d76d5 4eac5484ea58b2607eebcb56d5
Leydesdorf, L., & Etzkowitz, H. (1998). Triple Helix of Innovation Studies. Science & Public Policy, 25(3), 195–203. Retrieved from http://www.leydesdorff.net/th2/spp.htm
Maringe, F. (2006). University and Course Choice. Journal of Education Management, 20, 67–79.
Maringe, F., & Gibbs, P. (2009). Marketing Higher Efucation, Theory and Practice. England: McGraw Hill.
Markman, G. D., Siegel, D. S., & Wright, M. (2008). Research and Technology Commercialization. Journal of Management Studies, 45(8), 1401–1423.
Mayer, H. (2007). What Is the Role of the University in Creating a HighTechnology Region? Journal of Urban Technology, 14(3), 33–58. https://doi.org/10.1080/10630730801924225
OECD. (2010). Education at a glance.
Ostrander, S. (2004). Democracy, Civic Participation, and the University: A Comparative Study of Civic Engagement on Five Campuses. Nonprofit and Voluntary Sector Quarterly, 33, 74–93.
Pember, E. R., Owens, A., & Yaghi, S. (2014). Customer relationship management: A case study from a metropolitan campus of a regional university. Journal of Higher Education Policy and Management, 36(2), 117–128. https://doi.org/10.1080/136008 0X.2013.861056
Perry, D., & Wiewel, W. (2005). The University as Urban Developer: Case Studies and Analysis. M.E. Sharpe.
Peter, J., Waterman, H. 1986. (1986). Education at a glance. OECD Publishing.
Petrella, C. (2008). Gestión de la relación de las universidades con docentes, estudiantes y egresados. Revista Iberoamericana de Educacion, 47(5), 1–14.
Qureshi, M. I., Bhatti, M. N., Rasli, A. M., Yasir, M., & Zaman, K. (2014). The Delphi method for internationalization of higher education in Pakistan: Integrating theory of constraints and quality function deployment. Mediterranean Journal of Social Sciences, 5(20), 2702–2710. https://doi.org/10.5901/mjss.2014.v5n20p2702
Sábato, J., & Botana, N. (1968). La ciencia y la tecnología en el desarrollo futuro de América Latina, en Revista de la Integración. Revista de La Integración, 1(3), 15–36.
Seeman, E. D., & O’Hara, M. (2006). Customer relationship management in higher education: Using information systems to improve the student-school relationship. Campus-Wide Information Systems, 23(1), 24–34. https://doi.org/10.1108/10650740610639714
Simões, C., & Soares, A. M. (2010). Applying to higher education: Information sources and choice factors. Studies in Higher Education, 35(4), 371–389. https://doi.org/10.1080/03075070903096490
Singleton, A. D. (2009). Data mining course choice sets and behaviours for target marketing of higher education. Journal of Targeting, Measurement and Analysis for Marketing, 17(3), 157–170. https://doi.org/10.1057/jt.2009.13
Štimac, H., & Šimi, M. L. (2012). Competitiveness in higher education: A need for marketing orientation and service quality. Economics and Sociology, 5(2), 23–34. Retrieved from http://www.scopus.com/inward/record.url?eid=2-s2.0- 84871410368&partnerID=40&md5=eedffc951bf7d0c9a2a052004b29530f
Twigg, C. (2002). The Impact of the Changing Economy on Four year Institutions.
Williams Jr., R. L., & Omar, M. (2014). Applying brand management to higher education through the use of the Brand Flux ModelTM – the case of Arcadia University. Journal of Marketing for Higher Education, 24(2), 222–242. https://doi.org/10.1080/08841241 .2014.973471.
