Proposta de estrategias de marketing para o lancamento do ensino a distancia, na Universidade Regional de Blumenau - FURB

AUTOR(ES)
DATA DE PUBLICAÇÃO

2000

RESUMO

The effects of globalization can be observed in all contexts: Countries, economy, companies and culture. With this in mind, human beings are supposed to widen their limits by a continuous search for self development. Following this model, education is then considered something permanent in our lives. So, the University needs to review and broaden the teaching x Iearning process. Among other innovations, we can mention the distance learning via Internet. Many national and foreign universities already offer this service with great success. In order to enable FIJRB to offer this service, it needs to have its objectives clearly defined and it also needs to introduce marketing projects actions so as to achieve them. These various actions known as "marketing mix, can be organized in four groups known as "the four Ps . Product, price. place and promotion. Together with the technical tools, a research has been done in 7 national and foreign universities which already offer distance learning via Internet. The produci, in this case being the virtual presence of the University (site), should be developed taking into account of relevant aspects such as: quality. variety of offer, appropriate design, development of the trade mark, packaging, frequent alterations, other services and the careful development of the website. When we consider price, it is necessary to do an analysis of the internal and external factors which influence on a decision on the prices: the costs of the product; the prices offered by the competitors and substitutes and the exclusive characteristics of the product (perceived value). Under the aspect of distribution, the products in digital format, come from the producer to the customer, without any mediator nor the necessity of organizing itself under a physical system of distribution. The mean which was message, now turns to be also the delivery system. As one can observe, at Internet, the external mediator agents become less important or even disappear. the physical address becomes URL. As a final aspect to be mentioned. the promotion mix, which consists of a specific combination of advertising. sales promotion, public relations and personal sales. It is also possible to observe that many of the traditional marketing tools can be used on line. Promotion and visibility are crucial to achieve success in the cyberspace. The tools used more frequently are: Banners, address lists and links, printed advertisements, headed paper. folders, catalogues. ads, postcards, sponsorships and whole marketing. What has been observed in the research is that, as this is a recent modality. the researched institutions are still not able to develop these promotions actions with a wide amplitude. This fact allows us to deduce that with more aggressive marketing work, the results will be surprising.

ASSUNTO(S)

furb marketing furb marketing; ensino a distancia administracao de setores especificos distance learning ensino a distancia marketing

ACESSO AO ARTIGO

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