Marketing no setor público: um estudo de caso do IFRN como instituição de educação superior

Abstract

The present research has as its general objective making a diagnostic over the perception of the “Potiguar” population about the Federal Institute of Education, Science, Technology of the Rio Grande do Norte – IFRN as an institution of high education - IHE. The research was made in the cities of Natal, capital of the state of Rio Grande do Norte, São Gonçalo do Amarante, located in the metropolitan region of Natal and Mossoró, the second biggest city of the state and it is located in the west region. In this perspective, three specific objectives were stablished to complete this research: introduce the complete historic of the IFRN’s development as an IHE; identify the institutional image the society has about the IFRN and identify the challenging that leads to the institutional image. In the theoretical referential, the covered themes related to the Brazilian education were the historic and revolution; federal technologic education web; creation of the Federal Centers of Technologic Education – CEFETs and the IHEs; and about marketing in the public service. Some highlighted authors are Abreu Filho (2016), Anísio Teixeira (1989), Guerra (2015), Kotler (2000), LDB (1996), Lei 11.892 (2008), Las Casas (2009), MEC (2014), Portal IFRN (2016/2017) and Santos (2009). In relation to the methodology, it is an exploratory research, descriptive, qualitative and quantitative because the presented data helped in the precision of the results. The data was obtained through the application of 135 forms, 45 in each city. The population sample of the three contemplated cities in this research for the data gathering was non-probabilistic for convenience and stratified. Although the majority of the respondents did not recognized the IFRN as an offeror of high level courses, the research showed a good evaluation because they showed trust in the quality and credibility of this educational institution.