Marketing Education in Brazilian MBAs: an Introductory Overview (original) (raw)
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The environment in which university institutions develop their activities has become more competitive over recent decades and market elements have been introduced into the sector. Accordingly, universities have shown a growing interest in developing and maintaining a favourable and distinctive image among their stakeholders. To this end, many of them have focused their efforts on the improvement and renewal of training programs. However, such efforts have not always been matched in the transmission of a more favourable perception among their stakeholders. This context calls for university management with a marketing orientation. However, university marketing is in its early stages in many parts of the world and the incorporation of marketing principles and practices in the field of higher education encounters much reluctance from citizens and academics. This contribution sets out the reasons for this resistance, which may be grounded in a misconception about the discipline, and a working framework for marketing management in universities is proposed to facilitate the practical implementation of marketing philosophy in such institutions. It is a framework whose design involves a combination of services marketing and corporate marketing proposals and highlights aspects that managers of higher education institutions should focus on 1) to meet the demands of different stakeholders with varied (and sometimes conflicting) interests and 2) to move towards the development of a favourable perception among the stakeholders of the institutions they manage.
RESUMO Este estudo teve por propósito identificar como a temática marketing interno vem sendo abordada, na produção brasileira, na área de Administração. Para tanto, foram investigados os principais periódicos da área e a base de dados da Associação Nacional dos Programas de Pós-Graduação em Administração (Anpad) e da Scientific Periodicals Electronic Library (SPELL), sob as orientações das proposições de pesquisa encontradas em Farias (2010). Após uma busca em toda a base histórica de dados das publicações adotadas como corpus, foram descobertos e recuperados apenas 13 artigos compreendidos entre o período de 1961 a 2012. As conclusões deste trabalho revelam que o estado do conhecimento sobre marketing interno em Administração é bastante pontual e, em alguns casos, surpreendentemente inexistente. Esse aspecto permite visualizar diversas inquietações entre as quais a mais expressiva delas é: por qual motivo o marketing interno não tem recebido – pelo menos no que tange aos periódico...
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