Análise dos processos de divulgação da UFTM com foco no aluno de Ensino Médio de escolas públicas estaduais e federais de Uberaba e região

Abstract

This work was developed as a partial requirement to obtain a Master’s degree in Public Administration by the Pós-Graduation Programm, Profissional Master in Public Administration in National Network (PROFIAP) of the Federal University of the Triângulo Mineiro, and is part of the marketing research line. The aim of this work was to know, analyze and improve the dissemination process of the UFTM along the community of Uberaba and the surrounding areas, emphasizing the students who are in High School of state and federal institutions. It stands out in the theoretical reference used, part of the work of Philip Kotler, Sônia Colombo and Alexandre Las Casas. It is a double research: the first one had a descriptive feature with qualitative and quantitative contributions whereas the second one also had a descriptive feature, however, focused on a qualitative study. In order to achieve the proposed objectives, a documentary analysis was executed. After, the research was divided into two studies. Study 1 sought to analyze the marketing/ dissemination actions developed by the Federal Universities in Minas Gerais as well as the organization of the information in its institutional websites. Two official UFTM social networks were also analyzed. Study 2 sought to analyze the UFTM dissemination actions in view of the public servants and managers who are involved in the activities of marketing/ dissemination in the institution, carried out by interviews with semi-structured scripts directed to each interviewee group. For the analysis of the interviews, the method of content analysis proposed by Bardin was used. From the analysis of the results, a partial diagnosis of the current marketing situation of the University was made, allowing the main failures of this process were raised. Starting from the failures raised, a proposal of intervention was made, containing suggestions for the improvement of this process in the University.