O MARKETING SOCIAL EM PROJETOS DE RESPONSABILIDADE SOCIAL UNIVERSITÁRIA

Abstract

This research seeks to answer the following question: how is the promotion of social marketing through the actions of social responsibility of an Educational Foundation? The general aim of this paper is to study how the actions of social responsibility in social projects of an Educational Foundation are linked to social marketing. It is established the assumption that the actions of social responsibility of an Educational Foundation are related to social marketing. This research is a single case study, whi ch are studied eight social projects. The selection criterion of the interviews was intentional. The technique used was content analysis and was also performed a bibliographic and documentary research. The results demonstrate that these projects promote so cial inclusion and common good in the fight for human rights, through values such as solidarity, environmental ethics and altruism, and involve family and humanized care. Social responsibility projects are guided by the practice of social marketing in th e university.

Keywords

• social marketing
• social responsibility
• educational foundation
• social projects