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Abstract(s)
O ambiente em que muitas business schools operam está a mudar dramaticamente, colocando novos desafios à sua gestão. Em tal contexto, essas instituições de ensino superior são forçadas a tornarem-se mais orientadas para o marketing. Compreender as
necessidades e anseios dos seus múltiplos stakeholders (e.g., estudantes; empresas que recrutam os seus alunos; docentes; organismos governamentais; contribuintes) é fundamental para serem bem sucedidas no mercado educacional. Esta pesquisa focará apenas num stakeholder relevante: o estudante.
O propósito desta pesquisa é obter um melhor entendimento sobre o processo de decisão de escolha de candidatos a um curso de MBA/Mestrado. Mais especificamente, este estudo visa investigar: as motivações para frequentar um curso de MBA/Mestrado; que
atributos são críticos para a decisão de que faculdade e curso frequentar; a importância relativa de diferentes fontes de informação para essa decisão; o potencial de três escalas de reputação distintas para avaliar a imagem que os estudantes têm da sua faculdade; o
impacto da imagem da escola na satisfação e na fidelização do estudante.
Foram enviados questionários a alunos que se encontravam a frequentar cursos de MBA/Mestrado. Com base em 95 respostas, este estudo dá diversas pistas sobre comportamento de compra no contexto deste mercado educacional. Uma conclusão importante desta investigação é a evidência empírica produzida, que sugere ser importante avaliar a reputação da faculdade com recurso a escalas de reputação multidimensionais, pois algumas dimensões da imagem da escola estão fortemente associadas à satisfação e à fidelização do estudante.
Environments in which business schools operate are changing dramatically and, therefore, posing new challenges to their management bodies. In such context, schools are forced to become more marketing oriented. Understanding the needs and wants of their multiple stalceholders (e.g., students; corporate recruiters, faculty, goverrunent agencies, taxpayer) is key to succeed in the educational market. This research vvill focus on one relevant stakeholder: the student. The purpose of this research is to gain better understanding on the decision process of candidates to an MBA/Master degree. More specifically, this study aims to investigate: the motivations to attend an MBA/Master degree; the key attributes affecting the choice of which school and degree to attend; how a number of different attributes may affect the choice of the university to attend; how important different information sources impact on the decision of which university to attend; the potential of three different reputation scales to assess the image students have of their school; the irnpact of school image on student satisfaction and loyalty. Questionnaires were sent to a number of current MBA/Master students. Based on 95 responses, this study provides a number of interesting buyer behaviour insights in the context of this educational market. A key outcome of this research is the empirical evidence supporting the need to assess school reputation trsing multidimensional scales, as some dimensions of reputation are strongly related to student satisfaction and loyalty.
Environments in which business schools operate are changing dramatically and, therefore, posing new challenges to their management bodies. In such context, schools are forced to become more marketing oriented. Understanding the needs and wants of their multiple stalceholders (e.g., students; corporate recruiters, faculty, goverrunent agencies, taxpayer) is key to succeed in the educational market. This research vvill focus on one relevant stakeholder: the student. The purpose of this research is to gain better understanding on the decision process of candidates to an MBA/Master degree. More specifically, this study aims to investigate: the motivations to attend an MBA/Master degree; the key attributes affecting the choice of which school and degree to attend; how a number of different attributes may affect the choice of the university to attend; how important different information sources impact on the decision of which university to attend; the potential of three different reputation scales to assess the image students have of their school; the irnpact of school image on student satisfaction and loyalty. Questionnaires were sent to a number of current MBA/Master students. Based on 95 responses, this study provides a number of interesting buyer behaviour insights in the context of this educational market. A key outcome of this research is the empirical evidence supporting the need to assess school reputation trsing multidimensional scales, as some dimensions of reputation are strongly related to student satisfaction and loyalty.
Description
Mestrado em Gestão/MBA
Keywords
Cursos de MBA/Mestrados Comportamento de compra Ensino superior Estratégia de marketing Reputação institucional Imagem MBA/Master degree buyer-behaviour Higher education Marketing strategy Reputation Image
Pedagogical Context
Citation
Morraceira, Sílvia Mónica Neves (2007). "Escolha da faculdade e do curso de MBA/mestrado a frequentar: processo de decisão e impacto da imagem e da reputação da faculdade". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão