STUDENT ATTRACTION AND MARKETING STRATEGIES IN A TECHNICAL NATIONAL INSTITUTE: A BRAZILIAN CASE STUDY
Autor
Walter, Cicero Eduardo
Ferasso, Marcos
Vasconcelos, Stefhany Amorim
Fortes, Paulo Jordão
Júnior, Odias Cursino
Franco, Maxwell Klinger Assunção
Resumen
Purpose: This case study analyzes how management strategies for higher technical-vocational education are used to attract students, based on institutional marketing, and how they were put into practice in the MarketIFPI project of the FIPI-Campus Oeiras. Method: This descriptive and interpretative investigation used participant observation, analysis of documents and field notes. Results and Discussion: The main results indicate that the organizational culture, the involvement of the project team and the financial investment for institutional dissemination represented the main key points for the success of the project. Research Implications: Actions that promote the interaction of potential students with the institution tend to generate a greater increase in the number of requests. Paradoxically, actions that involve a lot of effort on the part of civil servants tend to generate less commitment from them. In addition, the less the implementation of command-and-control mechanisms for employee performance, the less will be their involvement. Originality/Value: This research provide important practical contributions for higher education institutions, especially public and campuses located in the interior, to develop and implement effective strategies for attracting new students and establish mechanisms for the management of institutional projects that keep their campuses competitive and do not impede the offering of their courses. © 2024 ANPAD - Associacao Nacional de Pos-Graduacao e Pesquisa em Administracao. All rights reserved.
Colecciones
Ítems relacionados
Mostrando ítems relacionados por Título, autor o materia.
-
Article
Global, regional, and national burden of diabetes from 1990 to 2021, with projections of prevalence to 2050: a systematic analysis for the Global Burden of Disease Study 2021 (2024)
Ong, Kanyin Liane; Stafford, Lauryn K.; McLaughlin, Susan A.; Boyko, Edward J.; Vollset, Stein Emil; Smith, Amanda E.; Dalton, Bronte E.; Duprey, Joe; Cruz, Jessica A.; Hagins, Hailey; ... (Elsevier B.V., 2023)Background: Diabetes is one of the leading causes of death and disability worldwide, and affects people regardless of country, age group, or sex. Using the most recent evidentiary and analytical framework from the Global ... -
Article
Differential effect of level of self-regulation and mindfulness training on coping strategies used by university students (2020)
de la Fuente J.; Mañas I.; Franco C.; Cangas A.J.; Soriano E. (MDPI AG, 2018) -
Article
A Multicountry Perspective on Cultural Competence Among Baccalaureate Nursing Students (2020)
Cruz J.P.; Aguinaldo A.N.; Estacio J.C.; Alotaibi A.; Arguvanli S.; Cayaban A.R.R.; John Cecily H.S.; Machuca Contreras F.A.; Hussein A.; Idemudia E.S.; ... (Blackwell Publishing Ltd, 2018)