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A influência do marketing digital na captação de novos alunos do IPCB
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Orientador(es)
Resumo(s)
utilização da internet e das redes sociais faz parte da rotina de milhares de pessoas, nomeadamente dos jovens, que estão quase permanentemente online. Esta realidade levou as instituições de ensino superior a adaptarem-se aos hábitos das novas gerações, para assim chegar de forma mais fácil, rápida e competitiva ao público alvo: os candidatos a frequentar o ensino superior. Pretende conhecer-se a perceção dos alunos do Politécnico de Castelo Branco sobre as ações de marketing digital, através das redes sociais, com vista à captação de alunos. O estu-do assentou num modelo teórico previamente definido, e elaborado com base na revisão da literatura e de estudos prévios sobre o tema em estudo. Verificou-se que alunos e ex-alunos da Instituição têm a perceção de que a procura de informação nas redes sociais do IPCB influencia positivamente a decisão quanto à escolha do curso/Instituição, enquanto a importância da informação sobre a Instituição nas redes sociais e a frequência de acesso às redes sociais parece não influenciar a decisão. Concluiu-se que a utilização das redes sociais é fundamental para o IPCB implementar as estratégias de marketing, com vista à captação de alunos e que as redes sociais constituem apenas um meio para chegar aos potenciais alunos, sendo fundamental planear de forma ri-gorosa a informação a disponibilizar e a forma de o fazer, no sentido de garantir que é escla-recedora, relevante e atrativa, e responde às expetativas dos candidatos ao ensino superior.
ABSTRACT: The use of the internet and social networks is part of the routine of thousands of peo-ple, namely young people, who are almost permanently online. This reality has led higher education institutions to adapt to the habits of new generations, in order to reach the target audience in an easier, faster and more competitive way: the candidates attending higher education. The aim is to know the perception of the students of the Polytechnic of Castelo Branco about the digital marketing actions, through social networks, in order to attract students. The study was based on a theoretical model previously defined, and developed based on the literature review and previous studies on the subject under study.It was found that students and former students of the institution have the perception that the search for information on the social networks of the IPCB positively influences the decision regarding the choice of the course/institution, while the importance of informa-tion about the institution on social networks and the frequency of access to social networks do not seem to influence the decision.It was concluded that the use of social networks is essential for the IPCB to im-plement the marketing strategies, in order to attract students and that social networks are only a means to reach potential students, being fundamental to plan rigorously the information to be made available and the way to do it, in order to ensure that it is en-lightening, relevant and attractive, and meets the expectations of candidates for higher education.
ABSTRACT: The use of the internet and social networks is part of the routine of thousands of peo-ple, namely young people, who are almost permanently online. This reality has led higher education institutions to adapt to the habits of new generations, in order to reach the target audience in an easier, faster and more competitive way: the candidates attending higher education. The aim is to know the perception of the students of the Polytechnic of Castelo Branco about the digital marketing actions, through social networks, in order to attract students. The study was based on a theoretical model previously defined, and developed based on the literature review and previous studies on the subject under study.It was found that students and former students of the institution have the perception that the search for information on the social networks of the IPCB positively influences the decision regarding the choice of the course/institution, while the importance of informa-tion about the institution on social networks and the frequency of access to social networks do not seem to influence the decision.It was concluded that the use of social networks is essential for the IPCB to im-plement the marketing strategies, in order to attract students and that social networks are only a means to reach potential students, being fundamental to plan rigorously the information to be made available and the way to do it, in order to ensure that it is en-lightening, relevant and attractive, and meets the expectations of candidates for higher education.
Descrição
Palavras-chave
Marketing digital Redes sociais Ensino superior Captação de alunos Digital marketing Social netwoks Higher education Student recruitment
Contexto Educativo
Citação
MAIA, Inês ; FILIPE, Sara Brito ; SEBASTIÃO, João (2022) - A influência do marketing digital na captação de novos alunos do IPCB. GESTIN. ISSN 1645-2534. Ano 20, nº 24, p. 61-71.
Editora
Escola Superior de Gestão de Idanha-a-Nova