RELAÇÃO UNIVERSIDADE - EMPRESA: ESTÁGIO SUPERVISIONADO COMO CANAL DE MARKETING DE RELACIONAMENTO

Abstract

The Super vised Internship is a practice that has benefits, through interaction, to all parties involved - student, university and company. The Higher Education Institutions are looking for ways to fit the new reality of higher education and the service sector. In t his context, the relationship marketing becomes important, because besides having quality service is necessary to have good relationship with the public with the Higher Education Institutions and university relate. Thus, this paper focuses on the public bu siness community (KOTLER and FOX, 1994) and the Supervised Internship Administration of the course of administration of a university community - UNIJUÍ. We sought to understand how the Supervised Internship Administration can be a relationship channel betw een the university and business community. The research is exploratory and descriptive, articulated as a case study (YIN, 2001), using questionnaires as a tool for data collection (MALHOTRA, 2001). It is noticed that the Supervised Internship Administratio n provides interaction between university and business community and this interaction should be used strategically by the Higher Education Institutions to disclose the name of the university, creating a favorable image in the community and establish bonds of relationships between the parties. This exchange of information, through the exchange of experience, elevates the perceived quality of courses, ensures a complete training to students and contributes to improvements for businesses who give training field.

Keywords

• relationship marketing
• supervised internship administration
• university
• company relationship