Desenvolvimento de um plano de marketing para uma instituição de educação profissionalizante

Abstract

For an organization to stand out and grow in the market, it is necessary to analyze its internal and external environment from various angles, that is, to know its strengths and weaknesses, as well as its opportunities and threats. The objective of this work is to elaborate a marketing plan for the unit of Palmeira das Missões - RS, of the vocational education institution X. We examined the importance of creating a marketing plan for the institution, since it does not have a sector responsible for or institutional marketing. Based on a quantitative research, based on the technique of individual interview with the director of the unit, and application of questionnaires with closed questions for the current students of the unit, we can observe that factors such as the non-use of social media to publicize the courses and the limited revenue from the company may cause these and other customers to seek competing institutions. This shows that, although the institution is a reference in Professional Education for the quality of its services and teachers, clients can seek institutions that invest or not in a marketing plan, but regardless of whether they are more popular in the issue of social media, and that may have a more flexible revenue, since they only depend on their own sales to exist, for example. Finally, it is expected that, based on the developed marketing plan, this institution will achieve a better targeting of the business in the market in which it operates