| Summary: | The aim of this study is to analyze the adoption of a marketing plan in universities of southern Brazil, held an exploratory-descriptive research, using qualitative and quantitative approaches and statistical procedures, applying multivariate analysis, factor analysis and multiple correspondence. The study identified that the 42 HEIs in southern Brazil only thirteen use the marketing plan, with the predominance of private universities. Although the IES study to develop marketing plans with the general structure as given in the literature, they still lack control variables and more efficient to adopt a systematic methodology for measuring and evaluating the results. The identification of market segments for educational development of differentiated services is still low, as well as knowledge of marketing strategies of competitors. The statistical results showed that there is a hierarchical relationship between the marketing department to higher levels of IES, conditioning better in planning and marketing plan in the organization. There is also a relationship between the academic responsible for the marketing structure and quality of the plan in the organization.
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