Attractiveness in Higher Education: Study with New Students in Executive Secretariat Course

Abstract

Porpose: The present study aims to identify the most relevant attributes in the choice of a higher education in the dimensions of educational institution, labour market, personal reasons and course.

Method: Having as object of research the graduation course of Executive Secretariat in the Federal University of Ceará and based on the analysis model proposed by Mainardes (2007), the research is characterized as quantitative and descriptive, having as strategy the Survey method, with data collected through a questionnaire structured on a Likert scale. The data were operationalized in the IBM SPSS 22 Software and the analysis was done through descriptive statistics and the multivariate linear regression technique.

Originality/Relevance: The attraction of students is fundamental for the growth and survival of courses and educational institutions, being essential to identify key factors for the achievement of potential new entrants.

Results: The results show that the attributes of attractiveness that best explain the choice of the Executive Secretariat course are related to the employability of the course, that is, the motivations related to the labor market dimension, and the quality of teaching offered, attribute related to the course dimension.

Theoretical/methodological contributions: The contribution to the Marketing area is to provide information about attributes that directly influence future customer satisfaction, that in this case are related to the job market and to the Executive Secretariat course itself.