Estudio de las estrategias de marketing educativo para captura de estudiantes adoptadas por la Universidad Comunitaria de la Región Chapecó - UNOCHAPECÓ

Abstract

The research arises as a study and analysis of Educational Marketing adopted by the Community University De La Chapecó - Unochapecó, within the framework of the III International School organized by the Faculty of Agricultural Business Administration and developed in September 2018 in the City of Chapeco (Brazil).

The main objective of this research was to analyze Educational Marketing as a business strategy in the university environment of Chapecó (Brazil), which is why this study was carried out under a descriptive research methodology, with a respective bibliographic documentary review, which sought to analyze the strategies adopted by the Community University of La Chapecó Region - Unochapecó for the capture of new students and the respective diffusion of the educational offer, where it was observed that said university is in constant innovation in order to go according to the educational market of said city , managing the implementation of Marketing strategies aimed at increasing the capture of new students every semester, it was also evident that the profitability factor is key to decision making, but without leaving aside the satisfaction of the expectations of real customers and potentials. Therefore, it was concluded that Educational Marketing implemented by said University constitutes a business strategy, as long as the educational offer is founded for a benefit.