UNDERSTANDING STUDENT BEHAVIOR TO GUIDE FUTURE MARKETING COMMUNICATION STRATEGIES IN HIGHER EDUCATION

• DOI: 10.22533/at.ed.558252203034

• Palavras-chave: Marketing communication, higher education, consumer behaviors, decisionmaking process, student.

• Keywords: Marketing communication, higher education, consumer behaviors, decisionmaking process, student.

• Abstract:

  This study aims to explore the
  influences of marketing communication
  strategies in the decision-making process
  about the Higher Education Institution (HEI)
  they will study to guide future strategies
  for attracting new students. To this end, a
  qualitative approach was chosen, having
  a public institution of Portuguese higher
  education and its students as a case study.
  Focus groups were applied and the results
  indicate that few marketing communication
  actions are being developed to retain students
  and this does not seem to be a strategic priority
  of the institution. The limitations are the fact
  that it is a case study and the number of focus
  groups. The contributions have practical
  implications for marketing and advertising
  professionals in future strategies aimed at
  attracting students.

• Número de páginas: 7