THE IMPORTANCE OF BRAND OF AN INSTITUTE OF HIGHER EDUCATION IN THE CHOICE OF A POSTGRADUATE COURSE
Keywords:
Establishment of Value for the Brand, Institutes of Higher Education, Brand, Postgraduate Course, Acknowledgement of Brand
Abstract
The constructs that establish values for the brand of an Institute of Higher Education (IHE) in the choice of postgraduate courses (specialization) are identified. The IHE is one of the most relevant in the state of Santa Catarina, Brazil, within the contest of teaching, research and extension. A survey-type descriptive research with a quantitative approach was employed. Data were analyzed multivariously by multiple linear regression and the independent variables of the analysis were assessed. Main results showed that the constructs related to the IHE and to the labor market established a value for the IHE trademark studied within an entrepreneur milieu. The independent variables ‘perception of quality of educational service’, ‘value of the university diploma in the labor market’ and ‘possibility of employment due to the chosen course’ were relevant for the university´s social communication and for the strategic market efforts aiming at brand awareness.
Published
2014-09-08
Section
Artigos Originais
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