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Plano de marketing – ISEG
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Resumo(s)
O ISEG é relativamente pouco conhecido, no geral, devido às seguintes principais vertentes: a comunicação no mercado chinês e os programas de cooperação com as IES na China. Na fase inicial de exploração do mercado chinês, é fundamental compreendê-lo, assim como conhecer o perfil dos alunos chineses, o que inclui a sua família.
O presente projeto tem como principal objetivo explorar o perfil dos alunos chineses e a perceção dos mesmos do contexto português, através de dados secundários e do questionário destinado a alunos que já frequentam cursos de licenciatura, mestrado e doutoramento em Portugal.
De modo a perceber os principais pontos fortes e fracos, realiza-se uma análise de concorrência externa e interna. A partir desta análise, identificam-se as partes que se devem melhorar, tais como o aumento de oferta de cursos lecionados em inglês, e a comunicação e a cooperação com as instituições de ensino superior na China.
Assim, o plano de marketing desenvolvido apresenta diversas ações e estratégias, que visam melhorar a imagem do ISEG no mercado chinês, aumentar a sua notoriedade, incrementar o número das inscrições de alunos chineses, etc.
For chineses students, the general knowledge for ISEG's is relatively low, mainly due to the two aspects: communication in the Chinese market and cooperation programs with HEIs in China. In the initial phase of exploring Chinese market, it is crucial for ISEG to understand the Chinese market and the profile of Chinese students, even their parents. The main objetivo for the present project is to explore the profile of Chinese students and their perception in terms of Portugal, through secondary data and the questionnaire for chinese students who are already attending undergraduate, masters and doctorate courses in Portugal. In order to understand the main strengths and weaknesses of ISEG compared with its competitors external and internal, a competition analysis is carried out. Based on that, we find out the main parts to be improved, such as: increase the number of courses taught in English, the communication and cooperation with higher education institutions in China. As a result, the Marketing Plan developed presents several actions and strategies, aimed at improving the image of ISEG in the Chinese market, increase its notoriety, and the enrollment of Chinese students, etc.
For chineses students, the general knowledge for ISEG's is relatively low, mainly due to the two aspects: communication in the Chinese market and cooperation programs with HEIs in China. In the initial phase of exploring Chinese market, it is crucial for ISEG to understand the Chinese market and the profile of Chinese students, even their parents. The main objetivo for the present project is to explore the profile of Chinese students and their perception in terms of Portugal, through secondary data and the questionnaire for chinese students who are already attending undergraduate, masters and doctorate courses in Portugal. In order to understand the main strengths and weaknesses of ISEG compared with its competitors external and internal, a competition analysis is carried out. Based on that, we find out the main parts to be improved, such as: increase the number of courses taught in English, the communication and cooperation with higher education institutions in China. As a result, the Marketing Plan developed presents several actions and strategies, aimed at improving the image of ISEG in the Chinese market, increase its notoriety, and the enrollment of Chinese students, etc.
Descrição
Mestrado em Marketing
Palavras-chave
Perfil dos alunos chineses Plano de marketing Educação Mercado chinês Profile of Chinese students Marketing plan Education Chinese market
Contexto Educativo
Citação
Nie, Weiwei (2018). "Plano de marketing – ISEG". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão