Eu, marketing: marketing pessoal na percepção dos discentes de Administração de uma IES pública.

Abstract

With the high competitiveness in the job market, the individual needs to seek differentials that lead him to stand out from competitors. From this perspective, personal marketing seeks to act as a set of strategic actions planned to facilitate personal and professional success. Studies highlight the relevance of this context for university students, considering that personal marketing becomes a good competitive advantage in the labor market for individuals who know how to put the techniques into practice correctly. In view of this, the present study aimed to analyze how students of the Administration course at the Federal University of Campina Grande (UFCG) perceive personal marketing as a tool for personal and professional development. For that, the model proposed by Manai and Holmlund (2015) was used. The research is classified as qualitative, where, from a semi-structured script, it involved conducting online interviews with 15 respondents, using content analysis as a technique for observing the responses. The results showed that the respondents do not have theoretical knowledge on the subject, however they unconsciously practice some personal marketing actions. With this, the study also showed that there is a need for the course to deal transversally or in a disciplinary way with the topic under discussion.