MARKETING FOR EDUCATIONAL INSTITUTIONS: THE CASE OF EXECUTIVE SECRETARIAT COURSE OF UNIOESTE - TOLEDO, PR

Abstract

The increasing competitiveness that marks the business environment also features the brazilian educational setting, which has made the higher education institutions, for remaining active and competitive, to incorporate marketing activities on their actions, activities that until recently were not very common in this segment. Within this perspective, this paper examines the marketing activities undertaken by the Executive Secretarial Graduate Course, of Unioeste - Campus de Toledo, who despite being linked to a public university needs greater visibility and gratefulness recognition at the community, cause is a way to delimit with more explicitness your actuation area and increase the competitiveness, to itself and their graduates. For that, initially, from a literature research, was identified the marketing initiatives for educational area and some suggested models to attractiveness of students. With these results, was developed a model with integrated marketing activities to meet the bigger needs and especifities of the Executive Secretarial Course, searching to promote the image of course to local a regionals communities.