Overview

In an organizational environment of a school nature, where policies and strategic decision-making take place on a permanent basis, Educational Marketing can become an important support tool. Thus, this work starts from a problem outlined by a qualitative investigation of the interpretative model, associated with a set of research questions around the following questions: What are the marketing strategies in school organizations? What are the opportunities developed through marketing that lead to greater competitiveness and added value? How can marketing influence employee/customer satisfaction? Is it possible to contribute knowledge to a marketing approach to educational management? This research indicates that educational marketing is important in terms of what the school wants to promote and offer the educational community. The school as an organization can lead families and students to choose between various offers and conditions. The work concludes that the use of educational marketing is not totally unknown, but there is still some resistance from school organizations.

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