O marketing político no processo eleitoral para Reitoria em uma Instituição do Ensino Superior: um estudo na Universidade Federal Rural do Rio de Janeiro (UFRRJ)

Abstract

Marketing communication is not easy to discuss. The current scandals in politics in recent years have often seen it is damaging to society. In electoral campaigns, the meaning of the marketing concept, which is seen as almost all communication segments of the electoral process, is fundamental. Much research on the subject boils down to a concept and a relationship to politics itself. This study aimed to inform political marketing during election campaigns for the rectory of a federal higher education institution. To this end, candidates for the rectory of the Federal University of Rio de Janeiro were interviewed, as were candidates for the university, as the main teaching groups, such as the electoral elections and the university’s own electoral process. For this purpose, a qualitative research was developed through the phenomenological method of exploratory nature, using documental and bibliographical research, and the interviews in a structured way following a script of concepts of the theoretical framework correlated to the objectives of the study. The results showed that many of the candidates are unaware of the electoral processes within their own academic society and that they often practice policy marketing in other ways without actually knowing what they are doing. It is political marketing. Through research, it is also important for the Rural University to create and expose new media.