Volume 3 - Volume 3
INNOVATION IN SOCIAL RESPONSIBILITY PRACTICES FOR MARKETING STRATEGY AT HIGHER EDUCATION INSTITUTIONS
Abstract
The higher education universe had had profound changes in the last years. A considerable number
of Higher Education Institutions were authorized in all regions in Brazil. In accordance with the
expansion of HEIs, was established competition between institutions, like as companies. Slowly, the
institutions understood that they could innovate in social responsibility and use it as a marketing
strategy. The purpose of this paper is to describe the experience of an innovative social
responsibility program, established in 2010 by a private Higher Education Institution in the state of
Santa Catarina - Brazil, which has served more than 15,000 people, including parents and students
of basic education. The research is characterized as qualitative and is method is an action
research, which is characterized by the interaction between researchers and the search
communities. The results demonstrate that a Higher Education Institution can become competitive
adopting social responsibility strategies and clever for own sustainability, improved business
performance and fulfillment their role in the society.
Paper Details
PaperID: p 123-137
Author's Name: Ivanete Schneider Hahn, Flávia Luciane Scherer, Clândia Maffini Gomes and Rosiane Oswald
Volume: Volume 3
Issues: Volume 3
Keywords: Marketing, Social Responsibility, Innovation, Higher Education Institutions.
Year: 2013
Month: June
Pages: 123-137