O presente trabalho buscou apresentar a Teoria do Comportamento Planejado de Ajzen e verificar se seu modelo de estudo das atitudes pode contribuir para explicar as escolhas dos alunos de graduação por determinada marca educacional. Foi aplicada uma pesquisa não estruturada com os gestores da Instituição de Ensino Superior (IES) Alfa (nome fictício) e com alunos ingressantes. Apenas nove variáveis possuíam correlações estatisticamente significativas, permitindo identificar o comprometimento dos alunos com o curso, a faculdade, preço, marca e a grande influência familiar em detrimento da propaganda em suas atitudes. Verificou-se que os componentes de maior relevância para os alunos diferem dos componentes apontados pela gestão administrativa da IES.Palavras-chave: atitudes; Ajzen; mercado superior educacional; teoria do comportamento planejado. RESUMOThis work aimed to show the Theory of Planned Behavior (TPB), proposed by Icek Ajzen, and check if the model study of the attitudes of Ajzen may contribute to explain the choices of undergraduates by determined educational brand. An unstructured research with managers and Higher Education Institution (HEI) Alpha managers and students entering was applied. Only nine variables had statistically significant correlations, allowing to identify their commitment to the course, college, price, brand and great family influence over their attitudes to advertising. It was found that the most important components for students differ from those indicated by the administrative management of HEI.
This paper deals with a perceived conflicting paradox between consumerism and sustainability among top marketing executives of three purposely selected corporations, where each company represent a current organizational paradigm: the functional, the human radical and the interpretative. A case study methodology, based on in depth interviews, combined with a comprehensive bibliographic research, enabled to address how the planet limitations to provide resources can influence business strategies. Functional paradigm companies, for example, pursue infinite growth while we live in a finite planet. The question is if the Marketing Department of those companies in the different organizational paradigms have a role in providing inputs in the strategic long term planning. Furthermore, if the marketing discipline in the academic environment influence decision makers that participate on the companies’ business planning to shape the future in a perceived environment in 2017 where consumerism is posed in the against road of the planet sustainability. The study revealed that, the Marketing Department has limited power or voice to influence business decisions. On the other hand, ‘greener’ initiatives like Social Marketing, Green Marketing and Sustainable Marketing has potential to either evolve to or incorporate a new discipline concept, so called in this paper as ‘Conscious Marketing’. This opportunity should be kicked off at the academic level in Universities and Business Schools that may reinforce the relevance of the theme and help to build in the students, a new generation of professionals, the knowledge that we live in a finite planet with limited resources and that the humanity need to revisit its consumption standards to ensure living conditions to the future generations.
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