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Authors
Advisor(s)
Abstract(s)
À medida que a concorrência no mercado de pós-graduações se tem intensificado, as business schools ganham consciência da necessidade de se tornarem mais orientadas para o marketing e de melhor conhecerem as necessidades dos seus clientes. Esta atitude é crítica para que possam criar pontos-de-diferença claros e relevantes face à concorrência nesse mercado fortemente competitivo. Compreender como os estudantes tomam a decisão de frequentar um curso de pós-graduação e que factores influenciam tal decisão são inputs importantes para o marketing das business schools e para o recrutamento de alunos.
O propósito deste estudo é investigar: as motivações do estudante para frequentar um curso de pós-graduação; os atributos críticos que afectam as escolhas quanto à faculdade e ao curso a frequentar; a importância relativa de diferentes fontes de informação para a escolha da faculdade a frequentar; o impacto potencial de três escalas de reputação para avaliar a imagem que os alunos têm da sua faculdade; e o impacto da imagem da faculdade na satisfação e fidelização do estudante.
Tendo por base os dados recolhidos de 73 alunos de vários cursos de pós-graduação (e.g., Marketing Management; e Management & Business Consulting) de uma faculdade de economia e gestão, este estudo confirma os resultados de outras de
pesquisas anteriores que apontavam para o facto de o desenvolvimento de preferência por uma universidade ser um processo complexo, que envolve a avaliação de um grande número de atributos. O presente estudo apresenta conclusões interessantes para o posicionamento e branding da faculdade, com base na exploração da estrutura multidimensional da imagem da faculdade.
As competition in the post-graduate training market has intensified, business schools are getting increasingly aware of the need to be more marketing oriented and to gain better understanding of their customers needs in order to cstablish clear and relevant points-ofdifference in this demanding market. Understanding how students make the decision to attend post-graduate training and which factors influence such decision are key inputs to the marketing of business schools and student recruitment. The purpose of this study is to investigate: the motivations to attend a post-graduate degree; the key attributes affecting the choice of which school and specific degree to attend; how 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; and the impact of school image on student satisfaction and loyalty. Based on data collected from 73 students attending different post-graduate degrees (e.g., Marketing Management and Management & Business Consulting), this study provides support for previous findings that the development of university preference is a complex process which talces into account a large number of attributes. This research also provides interesting findings for school positioning and branding based on the assessment of the multidimensional structure of school image.
As competition in the post-graduate training market has intensified, business schools are getting increasingly aware of the need to be more marketing oriented and to gain better understanding of their customers needs in order to cstablish clear and relevant points-ofdifference in this demanding market. Understanding how students make the decision to attend post-graduate training and which factors influence such decision are key inputs to the marketing of business schools and student recruitment. The purpose of this study is to investigate: the motivations to attend a post-graduate degree; the key attributes affecting the choice of which school and specific degree to attend; how 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; and the impact of school image on student satisfaction and loyalty. Based on data collected from 73 students attending different post-graduate degrees (e.g., Marketing Management and Management & Business Consulting), this study provides support for previous findings that the development of university preference is a complex process which talces into account a large number of attributes. This research also provides interesting findings for school positioning and branding based on the assessment of the multidimensional structure of school image.
Description
Mestrado em Gestão / MBA
Keywords
Formação pós-graduada Comportamento de compra Ensino superior Mercado educacional Reputação institucional Imagem institucional Post-graduate training Buyer-behaviour Higher education Educational marketing Institutional reputation Institutional image
Pedagogical Context
Citation
Soares, Isabel Augusta Carreto (2007). "Escolha da Universidade e do curso de pós-graduação: implicações para o marketing". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão