O papel das ferramentas de marketing na gestão de instituições do ensino superior em Moçambique: estudo de caso na Universidade Eduardo Mondlane

Abstract

This research studies the role of marketing tools in the management of higher education higher education institutions in Mozambique at Eduardo Mondlane University. Its general objective is to understand the relevance of the practice of marketing tools in the management of UEM. In order to achieve the purpose of this study, the following specific objectives were defined The following specific objectives were set: To explain the perception of professionals and students about marketing management at UEM; Describe the process of practising marketing tools in UEM management Identify the relevant marketing strategies at UEM. The study took place on the main campus of Eduardo Mondlane University, located in the KaPfumu Municipal District, Sommerschield neighbourhood. The study The study was based on bibliographical research and used interviews, questionnaires and triangulated triangulation with some consolidated theories on the subject. The study showed that practice at UEM is developed through decentralised and participatory management, since the processes are carried out jointly and collaboratively by the professionals. The research found that marketing practice is guided by the logic of strategic planning and a marketing plan that guides the professionals' sense of action. In this way that marketing tools have contributed successfully to general management and to achieving the objectives set objectives in the different sectors and segments of the education market. (TRADUÇAO NOSSA)