SOCIAL RESPONSIBILITY AS A MARKETING STRATEGY IN AN INSTITUTION OF HIGHER EDUCATION LOCATED IN THE SAO FRANCISCO VALLEY

The Institutions of Higher Education are currently living a moment of involvement with Social Responsibility (SR), through this context, this article addresses how such Social Responsibility actions can be important when integrated with the Marketing strategies of an Institution located in the Valley of Sao Francisco. It is the result of a quantitative and qualitative research, with exploratory and descriptive characteristics, also covering bibliographical and internet research. Using the data collection with the direction of the faculty and the nucleus of support to the student, it is concluded that the SR positively affects the marketing of the HEI, evidencing the brand, at the same time that it embraces the social causes and contributes to the economic development, environmental, social, artistic and cultural.