Marketing skill required for managers of Higher Education Institutions (HEIs)
DOI:
https://doi.org/10.5935/1809-2667.20110003Keywords:
Educational marketing, Strategic planning, CompetitionAbstract
This work aims to identify the skills of marketing managers of two Higher Education Institutions (HEIs), a public school and a private one, making a parallel comparison between the knowledge of each manager and Marketing theories. Studies for this paper included exploratory and qualitative research, a semi-structured interview, and two study cases. Results from the survey show that both public and private HEIs make different use of marketing strategies. While the first institution uses some resources of the field, the second uses a more thorough and professional approach.Downloads
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