CHOOSING A HIGHER EDUCATION INSTITUTION BY HIGH SCHOOL STUDENTS
Autor(a) principal: | |
---|---|
Data de Publicação: | 2019 |
Outros Autores: | , |
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. |
id |
UDESC-3_40e9b3616f77a25bd3e62e3cd90f3dda |
---|---|
oai_identifier_str |
oai:ojs.revistas.udesc.br:article/15745 |
network_acronym_str |
UDESC-3 |
network_name_str |
Revista Brasileira de Contabilidade e Gestão |
repository_id_str |
|
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 |
_version_ |
1797048022406791168 |