Cursos de Mestrado e Doutorado em Administra o – Aspectos de qualidade de Ensino Master Degree and Doctorate Courses in Business Administration – Aspects of Teaching Quality

Um dos principais conceitos na teoria de marketing é a qualidade percebida em servi os. Visando-se a aferi o da qualidade percebida em Institui es de Ensino Superior, foi realizado um estudo de dados secundários provenientes de uma pesquisa quantitativa realizada em 2005, na cidade de S o Paulo, com alunos de mestrado e doutorado de institui es com avalia o 4 ou superior pela CAPES. Foram levantadas informa es sobre os perfis de tais alunos, bem como suas percep es sobre aspectos de qualidade de suas respectivas Institui es de Ensino Superior (IES). O estudo revela algumas diferen as entre as IES, as quais poder o ser indícios da necessidade de revis o de algumas estratégias de marketing, visando-se ao alcance de padr es de mercado mais competitivos. One of the main concepts in marketing theory is the perceived quality of services. In order to evaluate the perceived quality in High Education Institutions (HEI), a study of secondary data from a quantitative research was carried out in 2005, in S o Paulo city, in Higher Education Institutions (IES), with both master and doctorate students in institutions ranked 4 or higher by CAPES (Brazilian Federal Agency for Support and Evaluation of Graduate Education). Information has been collected about the profiles of these students, as well as their perceptions regarding aspects of quality of their institutions (HEI). Some distinguishing characteristics among these institutions have been revealed in this study that hopefully can provide insights about the need of redefinition of some marketing strategies with the objective of achieving more competitive market patterns.