文章基本信息

标题：O marketing social em projetos de responsabilidade social universitária
其他标题：The social marketing in social responsibility projects in the university
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作者：Marcus Vinicius de Oliveira Brasil ; Fabiana Pinto de Almeida Bizarria ; Mônica Mota Tassigny 等
期刊名称：Revista Gestão Universitária na América Latina - GUAL
印刷版ISSN：1983-4535
出版年度：2015
卷号：8
期号：2
页码：113-133
DOI：10.5007/1983-4535.2015v8n2p113
出版社：Universidade Federal de Santa Catarina
其他摘要：This research seeks to answer the following question: how is the promotion of social marketing through the actions of social responsibility of an Educational Foundation? The general aim of this paper is to study how the actions of social responsibility in social projects of an Educational Foundation are linked to social marketing. It is established the assumption that the actions of social responsibility of an Educational Foundation are related to social marketing. This research is a single case study, which are studied eight social projects. The selection criterion of the interviews was intentional. The technique used was content analysis and was also performed a bibliographic and documentary research. The results demonstrate that these projects promote social inclusion and common good in the fight for human rights, through values such as solidarity, environmental ethics and altruism, and involve family and humanized care. Social responsibility projects are guided by the practice of social marketing in the university.
关键词：Gestão Univesitária; Ensino superior; Responsabilidade social universitária;Marketing social; Responsabilidade social; Fundação educacional; Projetos sociais