Loading...
Publication
A luta pelo bem escasso: estratégias de captação de alunos e a importância do marketing educacional na escola profissional X
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.36 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A expansão do ensino profissional em Portugal ganhou impulso com a entrada na Comunidade Económica Europeia dado o financiamento do Fundo Social Europeu. A Lei de Bases do Sistema Educativo (1986) instituiu a escolaridade obrigatória e reformulou o ensino técnico, enquanto o Decreto-Lei n.º 26/89 criou escolas profissionais privadas com apoio estatal. Este modelo vigorou até 2004, quando o ensino profissional foi integrado nas escolas públicas, sendo posteriormente reforçado com a extensão da escolaridade obrigatória até aos 18 anos (2009) e, recentemente, com medidas que facilitaram o acesso ao ensino superior (2020).
Este percurso reflete uma tentativa de valorização e universalização do ensino profissional, todavia trouxe desafios às escolas, precisaram redefinir as estratégias de divulgação e captação de alunos. O tipo de liderança tem vindo a revelar-se central na adaptação à mudança e à necessária inovação.
A investigação analisa o caso de uma escola profissional privada, examinando a liderança e as estratégias de marketing educativo escolhidas para atrair estudantes. O estudo combina métodos qualitativos e quantitativos, incluindo análise documental e entrevistas a diversos atores escolares.
Os resultados apontam para uma convergência entre diretores e agentes de divulgação na promoção dos cursos e no apoio à escolha dos alunos. Observa-se que a Escola Profissional X adota uma abordagem equilibrada, conjugando métodos tradicionais, como outdoors, e a modernidade – o digital. Apesar do reconhecimento da eficácia das campanhas, verifica-se que a decisão dos alunos assenta sobretudo em recomendações pessoais e redes de amizade, ainda que influenciada por interesses, aprendizagens práticas e contextos sociais.
The expansion of vocational education in Portugal gained momentum with Portugal's entry into the European Economic Community, thanks to funding from the European Social Fund. The Basic Law of the Education System (1986) established compulsory education and reformed technical education, while Decree-Law No. 26/89 created private vocational schools with state support. This model remained in effect until 2004, when vocational education was integrated into public schools. It was subsequently reinforced with the extension of compulsory education until age 18 (2009) and, recently, with measures that facilitated access to higher education (2020). This path reflects an attempt to enhance and universalize vocational education. However, it has brought challenges to schools, requiring them to redefine their marketing and student recruitment strategies. Leadership has proven to be crucial in adapting to change and necessary innovation. This research analyses the case of a private vocational school, examining leadership and educational marketing strategies chosen to attract students. The study combines qualitative and quantitative methods, including document analysis and interviews with various school stakeholders. The results point to a convergence between principals and marketing agents in promoting courses and supporting student choice. It is observed that Vocational School X adopts a balanced approach, combining traditional methods, such as billboards, with modern digital methods. Despite the recognition of the campaigns' effectiveness, it is observed that students' decisions are mainly based on personal recommendations and friendship networks, although influenced by interests, practical learning, and social contexts.
The expansion of vocational education in Portugal gained momentum with Portugal's entry into the European Economic Community, thanks to funding from the European Social Fund. The Basic Law of the Education System (1986) established compulsory education and reformed technical education, while Decree-Law No. 26/89 created private vocational schools with state support. This model remained in effect until 2004, when vocational education was integrated into public schools. It was subsequently reinforced with the extension of compulsory education until age 18 (2009) and, recently, with measures that facilitated access to higher education (2020). This path reflects an attempt to enhance and universalize vocational education. However, it has brought challenges to schools, requiring them to redefine their marketing and student recruitment strategies. Leadership has proven to be crucial in adapting to change and necessary innovation. This research analyses the case of a private vocational school, examining leadership and educational marketing strategies chosen to attract students. The study combines qualitative and quantitative methods, including document analysis and interviews with various school stakeholders. The results point to a convergence between principals and marketing agents in promoting courses and supporting student choice. It is observed that Vocational School X adopts a balanced approach, combining traditional methods, such as billboards, with modern digital methods. Despite the recognition of the campaigns' effectiveness, it is observed that students' decisions are mainly based on personal recommendations and friendship networks, although influenced by interests, practical learning, and social contexts.
Description
Tese de Mestrado em Administração e Gestão Educacional, apresentada à Universidade Aberta
Keywords
Ensino profissional Liderança Marketing educacional Vocational education Leadership Educational marketing