Innovation in educational marketing: a study applied to Brazilian private higher education institutions

References

• Aaker, D. A. (1994). Building a brand: The Saturn story. California Management Review, 36(2), 114–133. https://doi.org/10.2307/41165748
   Web of Science ®Google Scholar
• Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. https://doi.org/10.1177/002224379703400304
   Web of Science ®Google Scholar
• Al-Fattal, A., & Ayoubi, R. (2013). Student needs and motives when attending a university: Exploring the Syrian case. Journal of Marketing for Higher Education, 23(2), 204–225. https://doi.org/10.1080/08841241.2013.866610
   Google Scholar
• Alves, H., Mainardes, E. W., & Raposo, M. (2010). O Marketing no ensino superior: comparativo Brasil-Portugal. Revista de Administração FACES Journal, 9(4). https://doi.org/10.21714/1984-6975FACES2010V9N4ART190
   Google Scholar
• Anabila, P., Kastner, A. N. A., Bulley, C. A., & Allan, M. M. (2020). Market orientation: A key to survival and competitive advantage in Ghana’s private universities. Journal of Marketing for Higher Education, 30(1), 125–144. https://doi.org/10.1080/08841241.2019.1693474
   Web of Science ®Google Scholar
• Antunes, M., Mucharreira, P., Justino, M., & Teixeira, J. (2019). The relationship between learning organizations and performace in Portuguese Higher Education Instituitions (HEI). 13th International Technology, Education and Development Conference.
   Google Scholar
• Ariza, A. C. (2004). Planejamento e ações de marketing. In S. S. Colombo (Org.), Gestão educacional: uma nova visão. Porto Alegre: Armetd.
   Google Scholar
• Ashton, W., & Wagman, L. (2015). Marketing educational improvements via international partnerships under brain drain constraints. Education Economics, 23(6), 713–734. https://doi.org/10.1080/09645292.2014.944100
   Web of Science ®Google Scholar
• Bardin, L. (2016). Análise de Conteúdo. Edições 70.
   Google Scholar
• Bergamo, F. V. M., Giuliani, A. C., & Galli, L. C. D. L. A. (2011). Modelo de lealdade e retenção de alunos para instituições do ensino superior: um estudo teórico com base no marketing de relacionamento. BBR-Brazilian Business Review, 8(2), 43–66. https://www.redalyc.org/articulo.oa?id=123018559003
   Google Scholar
• Bialon, L. (2015). Creating marketing strategies for higher education institutions. Marketing of Scientific and Research Organizations, 18(4), 129–146. https://doi.org/10.14611/minib.18.04.2015.13
   Google Scholar
• Bolan, V., & Motta, M. V. (2015). Responsabilidade social no ensino superior. Revista de Educação, 10(10), 204–210. https://seer.pgsskroton.com/educ/article/view/2154
   Google Scholar
• Budevici-Puiu, L. (2020). The necessity of change and development of the higher education institution in the Age of globalisation. Revista Romaneasca Pentru Educatie Multidimensionala, 12(1), 350–356. https://doi.org/10.18662/rrem/218
   Web of Science ®Google Scholar
• Casidy, R., & Wymer, W. (2018). A taxonomy of prestige-seeking university students: Strategic insights for higher education. Journal of Strategic Marketing, 26(2), 140–155. https://doi.org/10.1080/0965254X.2016.1182573
   Web of Science ®Google Scholar
• Cavalheiro, W. (2008). Branding: gestão da marca em instituições de ensino. In S. S. Colombo (Ed.), Marketing educacional em ação: estratégias e ferramentas (pp. 34–49). Bookman, Artmed.
   Google Scholar
• Cavallone, M., Manna, R., & Palumbo, R. (2020). Filling in the gaps in higher education quality: An analysis of Italian students’ value expectations and perceptions. International Journal of Educational Management, 34(1), 203–216. https://doi.org/10.1108/IJEM-06-2019-0189
   Web of Science ®Google Scholar
• Clarke, I., III, Flaherty, T. B., & Mottner, S. (2001). Student perceptions of educational technology tools. Journal of Marketing Education, 23(3), 169–177. https://doi.org/10.1177/0273475301233002
   Google Scholar
• Cobra, M., & Braga, R. (2004). Marketing Educacional: Ferramentas de gestão para instituições de ensino. Marcos Cobra Editora.
   Google Scholar
• Creswell, J. W. (2014). Research Design: qualitative, quantitative and mixed methods approaches (4th ed.). SAGE Publication.
   Google Scholar
• Crossan, M. M., & Apaydin, M. (2010). A multi-dimensional framework of organizational innovation: A systematic review of the literature. Journal of Management Studies, 47(6), 1154–1191. https://doi.org/10.1111/j.1467-6486.2009.00880.x
   Web of Science ®Google Scholar
• Dalpiaz, L. S., Zamberlan, L., Pizolotto, M. F., & Kuhn, I. N. (2014). O endomarketing em instituição de ensino superior: Uma avaliação na perspectiva dos colaboradores da Unijuí. Repositório Institucional UFSC.
   Google Scholar
• Damanpour, F. (2020). Organizational innovation: Theory, research, and direction. Edward Elgar Publishing.
   Google Scholar
• Damanpour, F., & Gopalakrishnan, S. (1998). Theories of organizational structure and innovation adoption: The role of environmental change. Journal of Engineering and Technology Management, 15(1), 1–24. https://doi.org/10.1016/S0923-4748(97)00029-5
   Web of Science ®Google Scholar
• Delmonico, M. J. (2000). Is Treating Students as Customers the Right Move for Community Colleges? Educational Resources Information Center - ERIC, 1-17.
   Google Scholar
• Del Rocío Bonilla, M., Perea, E., del Olmo, J. L., & Corrons, A. (2020). Insights into user engagement on social media. Case study of a higher education institution. Journal of Marketing for Higher Education, 30(1), 145–160. https://doi.org/10.1080/08841241.2019.1693475
   Web of Science ®Google Scholar
• Dimmock, C., & Walker, A. (1998). Comparative educational administration: Developing a cross-cultural conceptual framework. Educational Administration Quarterly, 34(4), 558–595. https://doi.org/10.1177/0013161X98034004006
   Web of Science ®Google Scholar
• Durkin, M., Howcroft, B., & Fairless, C. (2016). Product development in higher education marketing. International Journal of Educational Management, 30(3), 354–369. https://doi.org/10.1108/IJEM-11-2014-0150
   Web of Science ®Google Scholar
• Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review. https://doi.org/10.5465/amr.1989.4308385
   PubMed Web of Science ®Google Scholar
• Facó, M. H. (2005). A essência do marketing educacional. In S. S. Colombo (Ed.), Marketing educacional em ação: estratégias e ferramentas (pp. 16–36). Bookman Editora.
   Google Scholar
• Favaloro, C. (2015). Marketing in the Australian higher education sector. Journal of Higher Education Policy and Management, 37(5), 490–506. https://doi.org/10.1080/1360080X.2015.1079396
   Web of Science ®Google Scholar
• Floriano, M. D. P., & Silva, A. H. (2019). Avaliação dos Serviços Educacionais: a percepção dos Acadêmicos da Universidade Federal Do Pampa. Perspectivas Contemporâneas, 14(1), 01–25. http://revista2.grupointegrado.br/revista/index.php/perspectivascontemporaneas/article/view/2728/1039
   Google Scholar
• Foray, D., & Raffo, J. (2014). The emergence of an educational tool industry: Opportunities and challenges for innovation in education. Research Policy, 43(10), 1707–1715. https://doi.org/10.1016/j.respol.2014.07.010
   Web of Science ®Google Scholar
• Foskett, N., & Hemsley-Brown, J. (1999). Communicating the organization. In Jacky Lumby & Nick Foskett (Eds.), Managing external relations in schools and colleges (pp. 208–225). Paul Chapman Publishing.
   Google Scholar
• Godoy, A. S. (2006). Estudo de caso qualitativo: Pesquisa qualitativa em estudos organizacionais: paradigmas, estratégias e métodos. Saraiva, 115–146.
   Google Scholar
• Gök, O., & Peker, S. (2020). The impact of marketing's innovation-related capabilities on a firm's innovation performance. International Journal of Innovation Management, 24(6). https://doi.org/10.1142/S1363919620500541
   Web of Science ®Google Scholar
• Gomes, M., Fávero, N. C., & Lucas, C. A. (2015). Gerenciamento do Relacionamento com o Estudante no ensino superior. Revista Eletrônica de Sistemas de Informação e de Gestão Tecnológica, 4(1). https://periodicos.unifacef.com.br/index.php/resiget/article/view/983/740
   Google Scholar
• Guimarães, J. C. F., Severo, E. A., Nóbrega, K. C., & Tondolo, V. A. G. (2019). Antecedents of student retention: The influence of innovation and quality of teaching in Brazilian universities. International Journal of Innovation and Learning, 26(3), 235–255. https://doi.org/10.1504/IJIL.2019.102096
   Web of Science ®Google Scholar
• Harvey, J. A. (1996). Marketing schools and consumer choice. International Journal of Educational Management, 10(4), 26–32. https://doi.org/10.1108/09513549610122165
   Google Scholar
• Hashim, S., Mohd Yasin, N., & Ya’kob, S. A. (2020). What constitutes student–university brand relationship? Malaysian students’ perspective. Journal of Marketing for Higher Education, 30(2), 180–202. https://doi.org/10.1080/08841241.2020.1713278
   Web of Science ®Google Scholar
• He, S., & Huang, X. (2015, April). A University’s perspectives on international partnership management. In 2015 International Conference on Education, Management, Information and Medicine. Atlantis Press.
   Google Scholar
• Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
   Web of Science ®Google Scholar
• Instituto Nacional de Estudos e Pesquisas Educacionais Anísio Teixeira (INEP). (2019). Censo da Educação Superior 2018: Notas Estatísticas. http://download.inep.gov.br/educacao_superior/censo_superior/documentos/2019/censo_da_educacao_superior_2018-notas_estatisticas.pdf
   Google Scholar
• Instituto Nacional de Estudos e Pesquisas Educacionais Anísio Teixeira (INEP). (2020). Instituto Nacional de Estudos e Pesquisas Educacionais Anísio Teixeira - Exame Nacional do Ensino Médio (ENEM). Brasília. http://portal.inep.gov.br/web/guest/enem
   Google Scholar
• James, R., Baldwin, G., & McInnis, C. (1999). Which university?: The factors influencing the choices of prospective undergraduates 99(3). Canberra: Department of Education, Training and Youth Affairs.
   Google Scholar
• Jaworski, B. J., & Kohli, A. K. (1996). Market orientation: Review, refinement, and roadmap. Journal of Market-Focused Management, 1(2), 119–135. https://doi.org/10.1007/BF00128686
   Google Scholar
• Kelm, M., Froemming, L. M. S., Knebel, D., de Almeida, M. R. C., & Agudo, L. F. (2014). As mídias digitais como canais de comunicação e relacionamento nas instituições de ensino superior: um estudo de caso brasileiro. Revista de la Agrupación Joven Iberoamericana de Contabilidad y Administración de Empresas - AJOICA, 1(12), 52–69. http://www.elcriterio.com/revista/contenidos_12/5%20Artigo%20Daniel%20Baggio.pdf
   Google Scholar
• Khashab, B., Gulliver, S., & Ayoubi, R. M. (2020). Scoping and aligning CRM strategy in higher education institutions: Practical steps. Journal of Strategic Marketing, 1–25. https://doi.org/10.1080/0965254X.2020.1823458
   Web of Science ®Google Scholar
• Khoshtaria, T., Datuashvili, D., & Matin, A. (2020). The impact of brand equity dimensions on university reputation: An empirical study of Georgian higher education. Journal of Marketing for Higher Education, 30(2), 239–255. https://doi.org/10.1080/08841241.2020.1725955
   Web of Science ®Google Scholar
• Kotler, P., Fox, K. F., & Brandão, A. B. (1994). Marketing estratégico para instituições educacionais (9ª ed.). Editora Atlas.
   Google Scholar
• Kozlova, D. K., Petrusha, P. P., & Ivanova, K. Y. (2019). Multidimensional innovations in Russian higher education institutions. 33rd International Business Information Management Association Conference, IBIMA 2019: Education Excellence and Innovation Management through Vision 2020, February, 5173–5179.
   Google Scholar
• Kumar, V. (2015). Evolution of marketing as a discipline: What has happened and what to look out for. Journal of Marketing, 79(1), 1–9. https://doi.org/10.1509/jm.79.1.1
   Web of Science ®Google Scholar
• Kumar, V., Dalla Pozza, I., & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89(3), 246–262. https://doi.org/10.1016/j.jretai.2013.02.001
   Web of Science ®Google Scholar
• Levy, D. C. (2006). Market university? Comparative Education Review, 50(1), 113–124. https://doi.org/10.1086/498325
   Web of Science ®Google Scholar
• Lim, W. M., Jee, T. W., & De Run, E. C. (2020). Strategic brand management for higher education institutions with graduate degree programs: Empirical insights from the higher education marketing mix. Journal of Strategic Marketing, 28(3), 225–245. https://doi.org/10.1080/0965254X.2018.1496131
   Web of Science ®Google Scholar
• Litten, L. H. (1980). Marketing higher education: Benefits and risks for the American academic system. The Journal of Higher Education, 51(1), 40–59. https://doi.org/10.2307/1981124
   Web of Science ®Google Scholar
• Lysytsia, N., Martynenko, M., Prytychenko, T., Gron, O., & Us, M. (2019). Prospects for innovations in marketing of Economic educational services in Ukraine. Entrepreneurship and Sustainability Issues, 6(4), 1771–1783. https://doi.org/10.9770/jesi.2019.6.4(16)
   Web of Science ®Google Scholar
• Madzík, P., Budaj, P., Mikuláš, D., & Zimon, D. (2019). Application of the Kano model for a better understanding of customer requirements in higher education—A pilot study. Administrative Sciences, 9(1), 11. https://doi.org/10.3390/admsci9010011
   Web of Science ®Google Scholar
• Mainardes, E. W., Alves, H., Raposo, M., & de Domingues, M. J. C. S. (2012). Marketing in higher education: A comparative analysis of the Brazil and Portuguese cases. International Review on Public and Nonprofit Marketing, 9(1), 43–63. https://doi.org/10.1007/s12208-011-0077-6
   Google Scholar
• Martins, D. C. L., de Oliveira, I. D. R. S., & Martins, S. J. (2017). A Importância do Marketing de Relacionamento na Gestão das Instituições de Ensino Superior Privadas. Cadernos UniFOA, 2(4), 35–40. https://doi.org/10.47385/cadunifoa.v2i4.874
   Google Scholar
• Martins, J. V. G., de Menezes, R. M. T., & da Silva Justiniano, L. (2011). Atuação do departamento de Marketing em uma Instituição de Ensino Superior - IES. Revista Gestão Universitária na América Latina-GUAL, 4(2), 110–122. https://doi.org/10.5007/1983-4535.2011v4n2p110
   Google Scholar
• Massuchetto, M L. (2001). Importância do marketing do marketing no mercado educacional. (Dissertação de mestrado, Universidade Federal de Santa Catarina - UFSC). https://repositorio.ufsc.br/handle/123456789/81748.
   Google Scholar
• Mogaji, E. (2016). Marketing strategies of United Kingdom universities during clearing and adjustment. International Journal of Educational Management, 30(4), 493–504. https://doi.org/10.1108/IJEM-11-2014-0147
   Web of Science ®Google Scholar
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
   Web of Science ®Google Scholar
• Morrish, S. C., & Lee, C. (2011). Country of origin as a source of sustainable competitive advantage: The case for international higher education institutions in New Zealand. Journal of Strategic Marketing, 19(6), 517–529. https://doi.org/10.1080/0965254X.2011.599497
   Google Scholar
• Moura, L. R. C., Ferreira, P. R., Oliveira, A. D. D., & Santos, P. H. D. (2017). Avaliação da força da marca em uma instituição de ensino superior. 3° Simpósio Avaliação do Ensino Superior – Florianópolis-SC.
   Google Scholar
• Muniz, K. M., & Marchetti, R. Z. (2012). Brand personality dimensions in the Brazilian context. Brazilian Administration Review, 9(2), 168–188. https://doi.org/10.1590/S1807-76922012000200004
   Google Scholar
• Nazri, M. A., Omar, N. A., & Kasim, M. Y. (2014). Relational Dynamics and Return on Relationship: Case Study of Malaysia‟ s Higher Education Offerings in China. In International Conference on Economics, Education and Humanities (ICEEH'14). Bali - Indonésia.
   Google Scholar
• Noruzy, A., Abili, K., Ansari, M., & Pourkarimi, J. (2017). A conceptual model for service innovation excellence for non-governmental higher education. Marketing and Management of Innovations, 2(2), 129–141. https://doi.org/10.21272/mmi.2017.2-12
   Google Scholar
• OECD. (2005). Oslo manual (3rd ed.). OECD Publishing.
   Google Scholar
• OECD. (2014). Measuring innovation in education: A new perspective, educational research and innovation. OECD Publishing.
   Google Scholar
• OECD. (2018). Oslo manual (4rd ed.). OECD Publishing.
   Google Scholar
• Oplatka, I. (2002). The emergence of educational marketing: Lessons from the experiences of Israeli principals. Comparative Education Review, 46(2), 211–233. https://doi.org/10.1086/340477
   Web of Science ®Google Scholar
• Oplatka, I., & Hemsley-Brown, J. (2004). The research on school marketing: Current issues and future directions. Journal of Educational Administration, 42(3), 375–400. https://doi.org/10.1108/09578230410534685
   Google Scholar
• Perfeito, J., Becker, M., Silveira, A., & Fornoni, M. (2004). Marketing em instituições de ensino superior: fatores influenciadores na atratividade dos cursos de administração. No IV Colóquio Internacional sobre Gestão Universitária na América do Sul.
   Google Scholar
• Pringle, J., & Fritz, S. (2019). The university brand and social media: Using data analytics to assess brand authenticity. Journal of Marketing for Higher Education, 29(1), 19–44. https://doi.org/10.1080/08841241.2018.1486345
   Web of Science ®Google Scholar
• Ramalho, E. (2005). Estratégia de captação de alunos. In S. S. Colombo (Ed.), Marketing educacional em ação: estratégias e ferramentas (pp. 93–113). Bookman Editora.
   Google Scholar
• Riccomini, F. E., Cirani, C. B. S., Carvalho, C. C., & Storopoli, J. E. (2021). Educational innovation: Trends for higher education in Brazil. International Journal of Educational Management. https://doi.org/10.1108/IJEM-07-2019-0245
   Web of Science ®Google Scholar
• Robinson, L. (2017). Abraçando a educação online: explorando opções para o sucesso. Journal of Marketing for Higher Education, 27(1), 99–111. https://doi.org/10.1080/08841241.2016.1261978
   Web of Science ®Google Scholar
• Sanchez De Pablo Gonzalez Del Campo, J. D., & Skerlavaj, M. (2011). The organisational learning process as facilitator of innovativeness. International Journal of Innovation and Learning, 9(4), 401–421. https://doi.org/10.1504/IJIL.2011.040538
   Google Scholar
• Sauer, P. L., & O'Donnell, J. B. (2006). The impact of new major offerings on student retention. Journal of Marketing for Higher Education, 16(2), 135–155. https://doi.org/10.1300/J050v16n02_06
   Google Scholar
• Schlesinger, W., Cervera, A., & Pérez-Cabañero, C. (2017). Sticking with your university: The importance of satisfaction, trust, image, and shared values. Studies in Higher Education, 42(12), 2178–2194. https://doi.org/10.1080/03075079.2015.1136613
   Web of Science ®Google Scholar
• Signori, G. G., de Guimarães, J. C. F., Severo, E. A., & Rotta, C. (2018). Gamification as an innovative method in the processes of learning in higher education institutions. International Journal of Innovation and Learning, 24(2), 115–137. https://doi.org/10.1504/IJIL.2018.094066
   Web of Science ®Google Scholar
• Stachowski, C. A. (2011). Educational marketing: A review and implications for supporting practice in tertiary education. Educational Management Administration & Leadership, 39(2), 186–204. https://doi.org/10.1177/1741143210390056
   Web of Science ®Google Scholar
• Trevisan, R. M. (2002). Marketing em instituições educacionais. Revista PEC, 2(1), 93–103. https://pt-static.z-dn.net/files/dc2/dd3c9ce32c9e32b54963b5a1afc60a04.pdf
   Google Scholar
• Walsh, C., Moorhouse, J., Dunnett, A., & Barry, C. (2015). University choice: Which attributes matter when you are paying the full price? International Journal of Consumer Studies, 39(6), 670–681. https://doi.org/10.1111/ijcs.12178
   Web of Science ®Google Scholar
• Weinstein, A. T., & McFarlane, D. A. (2017). Case study – How a business school blog can build stakeholder relationships and create added value in an MBA marketing program. Journal of Strategic Marketing, 25(2), 101–113. https://doi.org/10.1080/0965254X.2016.1182574
   Web of Science ®Google Scholar
• Wæraas, A., & Solbakk, M. (2009). Defining the essence of a university: Lessons from higher education branding. Higher Education, 57(4), 449–462. https://doi.org/10.1007/s10734-008-9155-z
   Web of Science ®Google Scholar
• Wu, J. (2013). Marketing capabilities, institutional development, and the performance of emerging market firms: A multinational study. International Journal of Research in Marketing, 30(1), 36–45. https://doi.org/10.1016/j.ijresmar.2012.07.001
   Web of Science ®Google Scholar
• Yin, R K. (2014). Case study research: Design and methods. SAGE Publications.
   Google Scholar