A avaliação da imagem no ensino superior privado: um estudo de caso do Instituto de Ensino Superior FUCAPI - CESF na perspectiva dos seus principais públicos

Abstract

The present work of research had as main objective to evaluate the image of the Superior Institute of Learning FUCAPI CESF, in perception of its main publics. For in such a way. it inquired to do a review of literature concerning the image researched to make one domocentral subject of this research, beside of other subjects, such as organizacional identity, the marketing of services, the marketing in educational services and its importance for the private Superior Institute of Learning (Instituto Superior de Ensino) IES. They had been boarded,still, referring aspects to the current context of the particular IES and the institution analyzed. With the researh that if configured in a case of study, it is searched to investigate together the diverse categories of publics, as the institucional image of the CESF is being perceived for these significant publics and if they exist significant differences in function of the public category or the profile of the respondents. The research was realized in two distinct stages, being that in the first stage 289 questionaries had been applied and in a second stage, had beencarried through 15 interviews, as a form to complement it and what it was intended to investigate. The reached results had pointed with positive image of the searched institution, no having significant differences in relation of the seached categories of the publics. However, some aspects that had been identified as negative needs to be worked as theintention to provide a greater satisfaction of the publics in the institution and to aim the expected goal. These results can be considered as valuable, not only for presenting academic contribution knowledge on the subject, but also to presenting as a possible leaders that CESF can act strategically in relation to its proposes and mainly to its main internal andexternal publics.