Estratégias de marketing interno
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Arquivos
Data
2015
Tipo de documento
Dissertação
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Sociais Aplicadas
Modalidade de acesso
Acesso aberto
Editora
Autores
Matos, Osvair Almeida
Orientador
Sarquis, Aléssio Bessa
Coorientador
Resumo
O marketing interno compreende o conjunto de estratégias e ações destinadas a viabilizar, por intermédio do público interno, o cumprimento das promessas de marketing externo da organização. O estudo analisa a aplicação de estratégias de marketing interno em uma instituição de educação profissional durante o processo de implantação de um modelo educacional. Trata-se de estudo exploratório, de abordagem qualitativa e quantitativa, que emprega pesquisa exploratória e levantamento de campo na forma de estudo de caso. A coleta de dados primários envolveu a aplicação de entrevistas em profundidade e questionários autoadministrados disponibilizados na plataforma Google Doc. Os dados primários foram verificados com as técnicas análise de conteúdo (na etapa qualitativa), frequência relativa, média, desvio padrão, teste U de Mann Whitney e análise de cluster (etapa quantitativa). Os resultados revelaram que a maioria dos funcionários está moderadamente satisfeita com as estratégias de marketing interno da instituição e que as estratégias mais aplicadas são: desenvolvimento de cultura organizacional, foco no relacionamento instituição-funcionário, integração entre coordenadores e docentes, uso de canais/mídias de comunicação interna e desenvolvimento do clima organizacional. Os resultados apontam também que o marketing interno teve contribuição moderada na implantação do novo modelo educacional e suas principais contribuições incluem aumentar o comprometimento da diretoria, a credibilidade do modelo e o comprometimento dos coordenadores
The internal marketing comprises the set of strategies and actions to enable, by the internal personnel, the fulfillment of the external marketing promises of the organization. The study analyses the application of internal marketing strategies in a professional education institution during the process of implementation of an educational model. This is an exploratory study, in a qualitative and quantitative approach, using exploratory research and field survey in a case study format. The primary data collection was carried out through interviews and self-administered questionnaires available in Google Doc platform. The primary data were analyzed using content analysis techniques (qualitative phase) and relative frequency, average, standard deviation, U Mann-Whitney test and cluster analysis (quantitative phase). The results revealed that most of the employees are moderately satisfied with the institution's internal marketing strategies and that the most applied strategies are: organizational culture development, focus on institution-employee relationship, integration between coordinators and teachers, use of internal communication channels/media and organizational climate development. The results also indicate that internal marketing had a moderate contribution on the implementation of the new educational model and its main contributions include the increase of the commitment of the director and the coordinators and the increase of the credibility of the model. The results show also that the internal marketing had moderate contribution to the implementation of the new educational model and its main contributions include increasing the commitment of the board, increase the credibility of the model and increase the commitment of the coordinators
The internal marketing comprises the set of strategies and actions to enable, by the internal personnel, the fulfillment of the external marketing promises of the organization. The study analyses the application of internal marketing strategies in a professional education institution during the process of implementation of an educational model. This is an exploratory study, in a qualitative and quantitative approach, using exploratory research and field survey in a case study format. The primary data collection was carried out through interviews and self-administered questionnaires available in Google Doc platform. The primary data were analyzed using content analysis techniques (qualitative phase) and relative frequency, average, standard deviation, U Mann-Whitney test and cluster analysis (quantitative phase). The results revealed that most of the employees are moderately satisfied with the institution's internal marketing strategies and that the most applied strategies are: organizational culture development, focus on institution-employee relationship, integration between coordinators and teachers, use of internal communication channels/media and organizational climate development. The results also indicate that internal marketing had a moderate contribution on the implementation of the new educational model and its main contributions include the increase of the commitment of the director and the coordinators and the increase of the credibility of the model. The results show also that the internal marketing had moderate contribution to the implementation of the new educational model and its main contributions include increasing the commitment of the board, increase the credibility of the model and increase the commitment of the coordinators
Palavras-chave
Marketing de serviços