INOVAÇÃO DE MARKETING EM INSTITUIÇÕES DE ENSINO SUPERIOR DA SERRA GAÚCHA

Abstract

In the perspectives of the economic organizations, innovation has been studied by academics and businessmen, as it has the ability to transform the economic situation of an organization, since this is a factor that enhances competitiveness. Organizations look through these innovations to improve their performance. These innovations occur in diverse industries, such as the Higher Education Institutions (HEI). The service sector grows as the population increases the consumption capacity, as evidenced in the demand for educational services, as the professionals need to be adequately trained to market requirements. The central theme of this research is a marketing innovation in higher education institutions, providing educational services for undergraduate and graduate, in the region called Serra Corede, which has 31 municipalities, with one of the lowest illiteracy rates in Brazil (2.66 %). The largest city in Serra Corede is Caxias do Sul, witch is located in Serra Gaúcha, with 435,564 inhabitants, where are situated the three studied HEI. This is a qualitative, descriptive, with the scope of multiple case study, which aims to identify and describe the marketing innovations that occurred in the years 2010 and 2011. The benefits found in the study relate to improve communication with students and suppliers, as well as the improvement in the quality of support services, focused on relationship marketing.

Keywords

• marketing innovation
• higher education institution
• education