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Advisor(s)
Abstract(s)
O Ensino Superior Português atravessa, atualmente, umas das fases mais complexas
da sua história. A diminuição do número de candidatos e a quebra significativa do
financiamento a par de uma expressiva concorrência, resultante do elevado número de
instituições existentes, tornam necessária uma alteração na postura destas
instituições.
O Marketing tem vindo a assumir um papel cada vez mais presente nas organizações
e as instituições de ensino superior não são exceção. São estudadas estratégias e
formulados planos que, perante a especificidade do serviço Educação, ajudem a
potenciar a imagem da instituição, consigam de forma mais eficaz chegar aos seus
públicos oferecendo-lhes os conteúdos que mais se adaptem às suas necessidades e
objetivos. Uma das estratégias passa naturalmente pelo recurso às novas Tecnologias
de Informação e Comunicação. Estas ferramentas, nomeadamente a Internet, estão
hoje disseminadas por todo o mundo e com índices de utilização de enorme impacto.
Tendo em consideração os pressupostos enunciados foi realizada a revisão da
literatura nas áreas do ensino superior, do marketing, da identidade e comunicação
organizacional e da internet. Contributos teóricos que orientaram a presente
investigação suportada pela análise de Websites de estabelecimentos de ensino
superior seleccionados. De acordo com esta pesquisa foi construída e aplicada, às
homepages de instituições de ensino superior, uma grelha de análise, com o intuito de
verificar se esta ferramenta permite reforçar a imagem das instituições, face às suas
concorrentes, recrutar novos públicos, em suma, ser auto-suficientes na condução do
seu futuro. Os resultados obtidos por este estudo permitem-nos propor, no âmbito da
IDENTIDADE E COMUNICAÇÃO ORGANIZACIONAL- CONTRIBUTOS PARA A CONSTRUÇÃO DE
UMA IMAGEM, o redesign da Homepage da escola incubadora deste projeto, a Escola
Superior de Educação de Viseu.
The Higher Education is passing through one of the mostly complex period on his history. The continuous decrease of candidates and the significant drop of financial support, together with the aggressive competition coming from the high number of existing institutions, require constant changes in the attitude of the organizations. Marketing is being assuming an increasingly important role in the organizations, and the Higher Education institutions are not exceptions. Considering the specific characteristics of this market, strategies and business plans are developed to promote the institution image in order to reach their target audience and offer services that better suit their needs and goals. The defined strategy of the institutions should include the enforcement of the new Information and Communication Technologies. Those tools, in particular the Internet, are now spread throughout the world and with utilization rates of huge impact. Following the mentioned assumptions, it was performed a literature review in the areas of higher education, marketing, identity and organizational communication and the Internet. Theoretical contributions that have guided this research supported by the higher education selected Websites analysis. According to this survey it was constructed and applied to the higher education institutions homepages, an analysis grid, in order to verify if this tool allows to reinforce the image of the institutions, compared to its competitors, recruit new audiences, in resume, be self-sufficient in their future guidelines. The results of this study allow us to propose, under the IDENTITY AND ORGANIZATIONAL COMMUNICATION-CONTRIBUTIONS TO THE CONSTRUCTION OF AN IMAGE, the Homepage redesign of the genesis school of this project, Education School of Viseu.
The Higher Education is passing through one of the mostly complex period on his history. The continuous decrease of candidates and the significant drop of financial support, together with the aggressive competition coming from the high number of existing institutions, require constant changes in the attitude of the organizations. Marketing is being assuming an increasingly important role in the organizations, and the Higher Education institutions are not exceptions. Considering the specific characteristics of this market, strategies and business plans are developed to promote the institution image in order to reach their target audience and offer services that better suit their needs and goals. The defined strategy of the institutions should include the enforcement of the new Information and Communication Technologies. Those tools, in particular the Internet, are now spread throughout the world and with utilization rates of huge impact. Following the mentioned assumptions, it was performed a literature review in the areas of higher education, marketing, identity and organizational communication and the Internet. Theoretical contributions that have guided this research supported by the higher education selected Websites analysis. According to this survey it was constructed and applied to the higher education institutions homepages, an analysis grid, in order to verify if this tool allows to reinforce the image of the institutions, compared to its competitors, recruit new audiences, in resume, be self-sufficient in their future guidelines. The results of this study allow us to propose, under the IDENTITY AND ORGANIZATIONAL COMMUNICATION-CONTRIBUTIONS TO THE CONSTRUCTION OF AN IMAGE, the Homepage redesign of the genesis school of this project, Education School of Viseu.
Description
Keywords
Ensino Superior Internet e Website Marketing Identidade e Comunicação Organizacional
Citation
Publisher
Instituto Politécnico de Viseu. Escola Superior de Educação de Viseu