Marketing Laurea University of Applied Sciences Degree Programs in Brazil
Miranda, Raquel (2013)
Miranda, Raquel
Laurea-ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013052710927
https://urn.fi/URN:NBN:fi:amk-2013052710927
Tiivistelmä
The purpose of this study is to examine higher education marketing theories and analyze how they can be applied by Laurea University of Applied Sciences (Laurea) to advertise its degree programs in Brazil.
Brazil is a fast developing country whose government’s latest efforts to support student exchange have increased the number of foreign universities advertising in the Brazilian market. With the Brazilian educational market becoming more international, Laurea has identified an opportunity to attract Brazilian students to Finland and therefore, increase the partnerships between Finnish and Brazilian companies and governments in the near future.
This study will provide the reader with an understanding of the Brazilian market and detailed research on Laurea’s competitors and their activities to attract Brazilian students to their institutions.
A limitation of this study is the lack of information regarding Brazilian students’ preferences and criteria used to select a foreign university; as a result this paper was unable to provide Laurea with consistent and specific marketing techniques that would guarantee Laurea’s success in the market.
Brazil is a fast developing country whose government’s latest efforts to support student exchange have increased the number of foreign universities advertising in the Brazilian market. With the Brazilian educational market becoming more international, Laurea has identified an opportunity to attract Brazilian students to Finland and therefore, increase the partnerships between Finnish and Brazilian companies and governments in the near future.
This study will provide the reader with an understanding of the Brazilian market and detailed research on Laurea’s competitors and their activities to attract Brazilian students to their institutions.
A limitation of this study is the lack of information regarding Brazilian students’ preferences and criteria used to select a foreign university; as a result this paper was unable to provide Laurea with consistent and specific marketing techniques that would guarantee Laurea’s success in the market.