Strategies for retention of graduate students

a case study with students in private higher education institution in the metropolitan region of Campinas

Abstract

This study aimed to examine the values that generate loyalty among undergraduate students at institutions of higher education in Brazil. Taking them to repurchase intention and stating the institution. Was drawn a comparison between the current market environment changes in the Brazilian higher education, the amendments made in the behavior of undergraduate students and the reasons for high dropout rates in educational institutions. Also, to analyze how this new socio-economical situation interferes with the marketing strategies of the institutions. It is presented in this text, the case study conducted in a private educational institution in the metropolitan region of Campinas, which aimed, through a literature review and quantitative research, mapping strategies used for student retention and loyalty