ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIX

Authors

  • Danielle Magierski Valerio Universidade Metodista Piracicaba
  • Nádia Kassouf Pizzinatto Universidade Metodista Piracicaba

Abstract

This article shows the results of an analysis of the corporate image made from the Familiarity-Favorability Matrix (FFM), with five universities from São Paulo belonging to a common geographic area, in the view of interviewees who work in the business area. The analysis of the image from de FFM allows the institution to verify its consciousness and reputation within a certain public. The information pertinent to th organizational image obtained through this analysis can be useful in marketing planning of university, allowing for the centralization of the your communication and marketing department.

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Author Biographies

Danielle Magierski Valerio, Universidade Metodista Piracicaba

Mestre em Engenharia de Produção pela Universidade Metodista Piracicaba (FEAU/UNIMEP). Consultora de empresas na área de marketing pela Cientistas Associados.

Nádia Kassouf Pizzinatto, Universidade Metodista Piracicaba

Professora Doutora do Programa de Pós-Graduação em Engenharia de Produção. Professora Doutora do Programa de Pós-Graduação em Administração, Universidade Metodista Piracicaba (FEAU/UNIMEP).

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Published

2008-07-18

Issue

Vol. 4 No. 1 (2003)

Section

Presentation

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