A estratégia de marketing educacional: um estudo de caso da Faculdade Murialdo

Abstract

The Educational Marketing of Higher Education Institutions should have the mission of knowing and understanding the real needs of those involved. To the extent that by meeting these expectations you can be ahead of your competitors, generate good reputation and credibility and, consequently, improve institutional results. This demand has appeared singularly due to the growth of the number of Higher Education Institutions in the last two decades. The task of capturing, retaining, and keeping students has become more complex because offer is greater than demand. The objective of the present research was to investigate the Educational Marketing strategies developed at Murialdo College in the period from 2012 to 2016. It is a qualitative research, having the case study as a methodology; is of a descriptive nature, in which the technique of data collection took place through documental research, observation and semi-structured interviews. As subjects, ten professionals of the Institution were surveyed, being managers, professors and technicians-administrative because they had the necessary information to discuss the results of the research and were part of the functional framework in the period from 2012 to 2016. The analysis of the results of the research pointed to the development of communication strategies focused on institutional values such as social responsibility, humanized education, trust and solidarity. New courses were developed for the academic community: in 2012, the Institution started with the offer of three courses; by 2014, there were already seven. As main results, it was identified that the marketing strategies used by Murialdo College were related mainly to communication actions, with the objective of presenting to the local and regional community and attracting students to the new business. In this sense, the positioning of a Higher Education Institution is presented, which is distinguished by the quality of teaching and the humanized relations, proper to the Murialdino’s principles.