O secretário executivo atuando na área de marketing: percepção dos professores secretários da universidade federal da Paraiba – campus IV

Abstract

The paper aims to show the Executive Secretary's abilities in the marketing sector and how he/she can change the vulnerability of consumers; in other words, to transmit the necessary knowledge so that they can acquire products or services and become satisfied and loyal to the brand. Therefore, we conducted the research to understand if the Executive Secretary has the necessary skills to act as Marketing Manager and if the tools used and their behavior can revert the degree of vulnerability of the consumer. Part of this paper is a field research and part of it is bibliographic, descriptive and quantitative. It raised questions from the thematic of the study. The research was carried out with professors of the Executive Secretariat Course of the Federal University of Paraíba (UFPB) in Campus IV. The research provided learning and confirmed that the Executive Secretariat professional engaged in his/her profession, using the techniques of Marketing Management and Secretarial, has the skills necessary to reverse the view of consumers and make them good customers.