Keywords
Marketing of Services
Higher Education Institutions (HEI)
University of Coimbra (UC)
How to Cite
Abstract
The present research intends to understand the importance of the role of the implementation of good marketing strategies in the various Higher Education Institutions. During the literature review, we were able to understand that HEIs work with a multitude of audiences, and it is crucial that they identify and study them so that they can please them. The practical core of the research sought to identify and explain the main marketing strategies applied by the University of Coimbra and how they contribute to the success of the organization. We were able to conclude that the UC employs considerable efforts in communicating with its main stakeholders and that it can adapt to the specific characteristics of the public it serves, which gives it success in its activity. The UC conveys a strong image based on tradition, internationalization, and academic excellence.
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