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Educational marketing: proposals and challenges for a basic education institution

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  • Santos, Fabrício Forcato dos
  • Marques, Rosebelly Nunes

Abstract

Given the growth in the number of private companies operating in the field of Education, especially in basic education, marketing actions carried out in this segment are important instruments in terms of market positioning and competitiveness. Therefore, the objective of this work was to discuss the promotional, human, and physical evidence aspects of the marketing mix of a private basic education institution and to propose some strategies within educational marketing. To this end, data from satisfaction surveys and internal reports on customer retention and acquisition by the educational unit were used. The information showed that, due to the particular characteristics of the services, the institution can adopt measures that do not profoundly impact its planning and that make it possible to increase the level of customer satisfaction with a consequent increase in loyalty

Suggested Citation

  • Santos, Fabrício Forcato dos & Marques, Rosebelly Nunes, 2021. "Educational marketing: proposals and challenges for a basic education institution," Quaestum, University of Sao Paulo, vol. 2.
    • Handle: RePEc:ags:quaest:392435
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    File URL: https://ageconsearch.umn.edu/record/392435/files/592-Texto%20do%20artigo-2665-2967-10-20211221.pdf
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