The Marketing Plan and Communication tecnoPARQ as a Tool to Increase Brand Value and Its Attraction for New Businesses

The tecnoPARQ (Techonology Park of Viçosa) is a unit of the CenTev (Technological Centre for Regional Development of Viçosa), an agency of the Federal University of Viçosa (UFV). Opened in April 2011, it is still a recent venture with the main objective to promote the interaction between university, government and the productive sector. The institutional internationalization of tecnoPARQ is defined as a competitive and strategic advantage since it covers almost all the scientific centers of the university with emphasis on marketing and communication sectors, being considered an important condition for the attraction and retention of business and investments . The aim of this study is to present the marketing and communication strategies used by the tecnoPARQ. Considering that the brand is still incipient in a wide market full of specificities, the main contribution is the search for strong and positive partnerships, aiming a global an high addedvalue vision for its brand.