Marketing educacional: propostas e desafios para uma instituição de educação básica

Abstract

There has been a growth in the number of private companies active in the area of Education, particularly Basic Education. Therefore, the marketing actions carried out in this segment are important instruments in terms of positioning and competitiveness in the market. In this sense, this work aims to examine the marketing mix of a private institution of basic education and discuss the following aspects: promotion, people, and physical evidence. It also aims to propose some strategies with regard to educational marketing. To this end, I used the following data from that educational institution: satisfaction surveys, and internal reports on the retention and attraction of new clients. The information showed that, due to the particular characteristics of the services, the institution can adopt measures that, apart from not having a profound impact on its planning, allow for the increase in the degree of satisfaction of its clients, and for a consequent increase in loyalty.