MARKETING NO ENSINO SUPERIOR PÚBLICO: UMA ANÁLISE DO INSTITUTO FEDERAL GOIANO

Abstract

This master's thesis had as object the elaboration of a marketing diagnosis of the graduation courses offered by the Instituto Federal de Ciências e Tecnologia Goiano (IF Goiano). The thesis used information proceeding from corporative documents and regional indicators and researches that has been interpreted above marketing knowledge, allowing to the organization to point strategical fragilities and opportunities, that can be of great value to the institution’s managers. In the methodology of the analysis, because it’s a humanities study, it had predominance of the qualitative research, but it was supported by quantitative data tabulated and related specially for this research. The study analyzed key aspects of the IF Goiano’s graduation courses to produce the diagnosis: target audience, brand, target satisfaction, competition, beside of the marketing Mix Ps (product, place, price and promotion).The thesis also proposes to indicate that, even without researches especially done for this intention, it’s possible to use marketing concepts and techniques to diagnosis, to plan and to act, generating value and satisfaction to the customers.