Implantação de fluxo de trabalho no departamento de marketing para obter vantagem competitiva no mercado educacional

• Ano de defesa: 2019
• Autor(a) principal: Cremonese, Marcus Vinícius Guarizo
• Orientador(a): Benedetti, Maurício Henrique
• Banca de defesa: Franklin, Marcos Antônio , Damião, Devanildo
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Administração do Desenvolvimento de Negócios
• Departamento: Centro de Ciências Sociais e Aplicadas (CCSA)
• País: Brasil
• Palavras-chave em Português: marketing; projetos; mercado educacional; mapeamento de processos; gargalos; vantagem competitiva
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://dspace.mackenzie.br/handle/10899/23062

This work was based on the need to increase the efficiency of the marketing campaigns of the Mackenzie Presbyterian Institute, which is the main link between the Mackenzie Presbyterian University and the educational market. Despite its strategic importance, the marketing department has had difficulties in the elaboration and delivery of marketing campaigns of the services that the university offers. For the preparation of a proposal that had a pilot role, the in-person degree service was chosen because it is the main service offered by the university and also for its market value and representativeness. Through a problem-solving methodology, a qualitative research was applied in which the ten main causes for the problem faced by marketing were obtained. Diagnosis was then made, using mapping techniques and quality tools such as Ishikawa Diagram, Pareto Diagram and Likert Scale in order to identify, clarify and quantify the causes according to severity levels that most impacted the services provided by marketing. From this, there is the proposal of an incremental innovation based on a plan of action that contemplated the creation of a protocol of management of projects, until then nonexistent, using some areas of knowledge of the PMBOK that have been prioritized as scope, schedule, communication plan, quality plan and risk assessment. After elaboration of the proposal and presentation to those involved, it was observed that with its implementation there will be potential gains in the areas of quality, time and cost. Two critical points that require attention have been found: time, a key element to obtain quality in the development of a good campaign, and also the level of complexity, which is high, due to the large number of involved in the process, factor this conjugado to the structure of the company, since it does not have a formatting directed to projects. As future benefits, it is expected that, by obtaining positive results with the pilot project, a favorable environment will be created for a second phase that may extend the application of the proposal to other projects, including all areas of knowledge as the PMBOK and that will lead to the improvement and deepening in the management of the campaigns.