Proposta de ações de Marketing Institucional para o IFRN/Lajes com base na pesquisa de interesse dos alunos do ensino público de Lajes: um estudo de caso

Abstract

The choice of this theme aimed to know the interest of the students of the teaching network in the central region, the Angolan microregion, about joining the IFRN Advanced Campus of Lajes courses, and to identify if there is a need and, mainly, the difficulties of the students of the state network to feel closer to the IFRN Campus Lajes . The project was designed with the purpose of closing this gap between the target audience and the institution, in order to know the students' interest in courses, edicts and information offered, and also to investigate / implement a proposal of institutional marketing actions for the IFRN / Lajes based on the research of interest of the public education students of Lajes. The methodology used was an exploratory research where the interest of the students of the state network of the central region in relation to IFRN Campus Lajes was identified. The research was applied through a qualitative and quantitative questionnaire, with 8 (eight) open and closed questions related to gender and also related to communications issues, for example: if the students know how IFRN / Lajes communicates with the society, if they think that the institutional communication of the Campus is being efficient. With the results obtained, we observed that the students pointed out that the institutional communication of the IFRN, regarding the external and internal community, is being efficient, but it needs to be improved through posters at strategic points, lectures and videos on youtube, besides information divulged with advance. These results aim to collaborate with the institution through proposals of communication / marketing actions to improve the efficiency and effectiveness of what is already done by the institution, in order to increase the number of stakeholders