O Processo de Escolha da Escola e seus Impactos na Gestão de Marketing do Segmento Educacional Básico
DOI:
https://doi.org/10.18568/ijbmkt.9.2.309Palavras-chave:
Processo de escolha, Ensino Básico, Gestão de marketingResumo
A abordagem de gestão de marketing, no segmento educacional, pode ser vista de forma crítica e conflituosa, devido ao caráter social da educação. As pesquisas científicas que abordam o uso de estratégias de marketing pelas escolas e o entendimento do processo de tomada de decisão dos consumidores (pais) nesse contexto ainda são escassas. Dessa forma, compreender as razões pelas quais uma família escolhe uma escola em detrimento de outra, especialmente no âmbito privado, é estratégico para a gestão de marketing, com o objetivo de atrair e reter alunos. No contexto brasileiro, essa abordagem é ainda mais rara, contrastando com um mercado que tem crescido a altas taxas, atraído cada vez mais investimentos e gerado uma crescente competitividade. Assim, o objetivo deste artigo de revisão de literatura é explorar o tema sob o prisma da gestão de marketing, identificando como as pesquisas têm, até agora, compreendido quais atributos influenciam o processo de decisão dos pais e como os profissionais de marketing da gestão escolar utilizam esse conhecimento para desenvolver estratégias que visam à sustentabilidade e ao crescimento da instituição. Para a busca de artigos nessa área, foram utilizados os termos de busca – marketing, school choic, parent choice e parent preference – em cinco bases de dados diferentes. Esta revisão sistemática de literatura analisou 161 artigos que revelam os principais atributos influenciadores do processo de escolha da escola, bem como as práticas de marketing, adotadas pelas escolas que garantem alinhamento às expectativas das famílias.
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Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).
