JORNADA DE CONSUMO NO MERCADO EDUCACIONAL PRIVADO: Proposta de estratégias de Comunicação Mercadológica para a Instituição de Ensino Superior Centro Universitário UNDB.

Abstract

This study aims to present the consumption journey in the private higher education market of São Luís/MA, based on bibliographic survey and analysis of the profile and interests ofstudents who access higher education, understanding their criteria of choice, needs and motivations. As a result of the research, we propose a handbook with Marketing Communication strategies for a private educational institution - UNDB University Center - to improve the institution's relationship with its public. The research is justified both by the social relevance of private education for the development of the country, and by the necessity that institutions have to better understand the behavior of their consumers and the indicators that guide the choice of the potential student. The study is based on theoretical contributions about the expansion of private higher education, educational trends, consumer behavior and student consumption trends. For this study's methodology, we opted for the qualitative method for the development of an exploratory-descriptive research, which involves literature review, questionnaire application with high school students and observation of newcomers to higher education at UNDB University Center.