CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTS

Detalhes bibliográficos
Autor(a) principal: Carvalho, Fabrício Sabino
Data de Publicação: 2019
Outros Autores: Sousa, Caissa Veloso e, Batista, Nayara kelly
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Brasileira de Contabilidade e Gestão
Texto Completo: https://www.revistas.udesc.br/index.php/reavi/article/view/15745
Resumo: The present study aims to analyze how third year high school students make up their mind in favor of a given higher education institution. 26 students were interviewed, on a previously prepared script containing the following dimensions: reference groups, brand, government incentive programs, infrastructure and price. Reference groups showed to be the main influence received from students in their choice of IES\ there seems to be consensus that perception of the brand arises chiefly from experiences shared with relatives and close friends. At this point, a consensus seems to close in upon the 'quality of the institution', molded by word of mouth. Moreover, the article makes room for questioning about what students would regard as quality of education, considering the intangibility of this service and the difficulty for the student public to assess relevant aspects of what would be a structure that offers quality services. Paramount as a managerial implication is that the HEIs form a brand identity that can be recognized by the community of interest.
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spelling CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTSA ESCOLHA DE UMA INSTITUIÇÃO DE ENSINO SUPERIOR POR ESTUDANTES DO ENSINO MÉDIOEscolha da EscolaMarketing EducacionalEnsino MédioSchool ChoiceHigh SchoolEducational MarketingElección de la EscuelaMercadeo EducativoEscuela SecundariaThe present study aims to analyze how third year high school students make up their mind in favor of a given higher education institution. 26 students were interviewed, on a previously prepared script containing the following dimensions: reference groups, brand, government incentive programs, infrastructure and price. Reference groups showed to be the main influence received from students in their choice of IES\ there seems to be consensus that perception of the brand arises chiefly from experiences shared with relatives and close friends. At this point, a consensus seems to close in upon the 'quality of the institution', molded by word of mouth. Moreover, the article makes room for questioning about what students would regard as quality of education, considering the intangibility of this service and the difficulty for the student public to assess relevant aspects of what would be a structure that offers quality services. Paramount as a managerial implication is that the HEIs form a brand identity that can be recognized by the community of interest.Este estudo objetivou analisar como os estudantes estabelecem suas decisões para a escolha de uma instituição de Ensino Superior, na perspectiva de alunos em curso do terceiro ano do Ensino Médio. Foram entrevistados 26 estudantes, a partir de um roteiro previamente elaborado, contendo as seguintes dimensões: grupos de referência, marca, programas de incentivo do governo, infraestrutura e preço. Os grupos de referência se mostraram a principal influência recebida dos estudantes na escolha da IES, sendo que parece haver um consenso sobre a formação da percepção à cerca da marca, a partir de compartilhamento de experiências com parentes e amigos próximos. Ainda, o artigo abre espaço para o questionamento à cerca do que seria a qualidade de ensino para os estudantes, considerando-se a intangibilidade do serviço e a dificuldade para o público discente avaliar aspectos pertinentes ao que seria uma estrutura que oferta serviços de qualidade. Destaca-se, como implicação gerencial, a importância de as IES formarem uma identidade da marca, que pode ser reconhecida por toda a comunidade de interesse.Universidade do Estado de Santa Catarina — UDESC2019-12-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/reavi/article/view/1574510.5965/2316419008112019001Revista Brasileira de Contabilidade e Gestão; v. 8 n. 15 (2019); 001-012Revista Brasileira de Contabilidade e Gestão; Vol. 8 No. 15 (2019); 001-012Revista Brasileira de Contabilidade e Gestão; Vol. 8 Núm. 15 (2019); 001-0122764-7471reponame:Revista Brasileira de Contabilidade e Gestãoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/reavi/article/view/15745/10850Copyright (c) 2019 REAVI - Revista Eletrônica do Alto Vale do Itajaíhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessCarvalho, Fabrício SabinoSousa, Caissa Veloso eBatista, Nayara kelly2022-12-02T16:01:34Zoai:ojs.revistas.udesc.br:article/15745Revistahttps://www.revistas.udesc.br/index.php/reavi/indexPUBhttps://www.revistas.udesc.br/index.php/reavi/oairbceg.ceavi@udesc.br || paulo.barth@udesc.br2764-74712764-7471opendoar:2022-12-02T16:01:34Revista Brasileira de Contabilidade e Gestão - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTS
A ESCOLHA DE UMA INSTITUIÇÃO DE ENSINO SUPERIOR POR ESTUDANTES DO ENSINO MÉDIO
title CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTS
spellingShingle CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTS
Carvalho, Fabrício Sabino
Escolha da Escola
Marketing Educacional
Ensino Médio
School Choice
High School
Educational Marketing
Elección de la Escuela
Mercadeo Educativo
Escuela Secundaria
title_short CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTS
title_full CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTS
title_fullStr CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTS
title_full_unstemmed CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTS
title_sort CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTS
author Carvalho, Fabrício Sabino
author_facet Carvalho, Fabrício Sabino
Sousa, Caissa Veloso e
Batista, Nayara kelly
author_role author
author2 Sousa, Caissa Veloso e
Batista, Nayara kelly
author2_role author
author
dc.contributor.author.fl_str_mv Carvalho, Fabrício Sabino
Sousa, Caissa Veloso e
Batista, Nayara kelly
dc.subject.por.fl_str_mv Escolha da Escola
Marketing Educacional
Ensino Médio
School Choice
High School
Educational Marketing
Elección de la Escuela
Mercadeo Educativo
Escuela Secundaria
topic Escolha da Escola
Marketing Educacional
Ensino Médio
School Choice
High School
Educational Marketing
Elección de la Escuela
Mercadeo Educativo
Escuela Secundaria
description The present study aims to analyze how third year high school students make up their mind in favor of a given higher education institution. 26 students were interviewed, on a previously prepared script containing the following dimensions: reference groups, brand, government incentive programs, infrastructure and price. Reference groups showed to be the main influence received from students in their choice of IES\ there seems to be consensus that perception of the brand arises chiefly from experiences shared with relatives and close friends. At this point, a consensus seems to close in upon the 'quality of the institution', molded by word of mouth. Moreover, the article makes room for questioning about what students would regard as quality of education, considering the intangibility of this service and the difficulty for the student public to assess relevant aspects of what would be a structure that offers quality services. Paramount as a managerial implication is that the HEIs form a brand identity that can be recognized by the community of interest.
publishDate 2019
dc.date.none.fl_str_mv 2019-12-12
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/reavi/article/view/15745
10.5965/2316419008112019001
url https://www.revistas.udesc.br/index.php/reavi/article/view/15745
identifier_str_mv 10.5965/2316419008112019001
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/reavi/article/view/15745/10850
dc.rights.driver.fl_str_mv Copyright (c) 2019 REAVI - Revista Eletrônica do Alto Vale do Itajaí
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 REAVI - Revista Eletrônica do Alto Vale do Itajaí
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina — UDESC
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina — UDESC
dc.source.none.fl_str_mv Revista Brasileira de Contabilidade e Gestão; v. 8 n. 15 (2019); 001-012
Revista Brasileira de Contabilidade e Gestão; Vol. 8 No. 15 (2019); 001-012
Revista Brasileira de Contabilidade e Gestão; Vol. 8 Núm. 15 (2019); 001-012
2764-7471
reponame:Revista Brasileira de Contabilidade e Gestão
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
institution UDESC
reponame_str Revista Brasileira de Contabilidade e Gestão
collection Revista Brasileira de Contabilidade e Gestão
repository.name.fl_str_mv Revista Brasileira de Contabilidade e Gestão - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv rbceg.ceavi@udesc.br || paulo.barth@udesc.br
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