Professional Documents
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NOME DO ALUNO
TÍTULO DO TRABALHO
Cambé
2013
NOME DO ALUNO
TÍTULO DO TRABALHO
Cambé
2013
NOME DO ALUNO
TÍTULO DO TRABALHO
COMISSÃO EXAMINADORA
______________________________________
Prof. Ms.
Faculdade Catuaí
______________________________________
Prof. Ms.
Faculdade Catuaí
______________________________________
Prof. Esp.
Faculdade Catuaí
Leonardo Da Vinci
SILVA, Ana Cláudia da. Diagnóstico das estratégias de marketing
utilizadas nas instituições. 2008. 67f. Trabalho de Conclusão de Curso
de Graduação em Administração – Faculdade Catuaí. Cambé, 2008.
RESUMO
ABSTRACT
In the education sector the existence of competitors is not different from other market
sector, therefore, an institution of higher education that I value price and quality is
always valued by their customers. The marketing plan helps managers to work
according to market demand, making them more competitive. This report of
completion aimed to diagnose the marketing strategies used by institutions in order
to differentiate it from its competitors and to propose a plan of actions in marketing
the IES. It was noted that the institution invests little in your marketing. The same has
a high quality education and such points are not highlighted. Actions were proposed
in relation to the marketing mix, ie the 4 P's, referring to the product / service, price,
square and promotion in order to improve the services it offered. To conduct the
marketing plan, we conducted an exploratory qualitative research with application of
a questionnaire to the managing director of IES, analysis of existing reports and
research institution in the occult as a customer on competitors in order to verify the
level of competition with the institution question. Secondary data were obtained
through websites, newspapers, phone calls to capture information and literature
review. Upon completion of the diagnostic data were collected and analyzed by the
results obtained we developed an action plan in marketing, based on models of
Kotler.
1
INTRODUÇÃO............................................................................................................11
2 OBJETIVOS.............................................................................................................14
2.1 Objetivo Geral......................................................................................................14
2.1.1 Objetivos específicos......................................................................................14
2.2 Justificativa e Relevância da Pesquisa ...........................................................15
3 REFERENCIAL TEÓRICO......................................................................................19
3.1 Aspectos Históricos............................................................................................22
3.2 Elementos Sociais...............................................................................................25
3.2.1 Sociedade e educação.....................................................................................35
4 METODOLOGIA......................................................................................................40
4.1 Tipos de Pesquisa...............................................................................................42
4.2 Metodos de Coleta de Dados.............................................................................45
4.2.1 Tratamento dos dados ....................................................................................55
5 ANÁLISE DE DADOS..............................................................................................69
5.1 Diagnóstico..........................................................................................................72
5.2 Demonstrativo.....................................................................................................75
6 CONSIDERAÇÕES FINAIS.....................................................................................80
REFERÊNCIAS...........................................................................................................82
APÊNDICE..................................................................................................................84
APÊNDICE A – Questionário....................................................................................85
ANEXO........................................................................................................................86
ANEXO A – Legislação Brasileira...............................................................................87
1 INTRODUÇÃO
1
ASSOCIAÇÃO BRASILEIRA DE NORMAS TÉCNICAS. NBR 10719: Informação e documentação -
Relatório técnico ou científico - Apresentação. Rio de Janeiro, jul. 2009
REFERÊNCIAS BIBLIOGRÁFICAS