Análise das estratégias de marketing aplicadas no processo de captação e fidelização de novos alunos: estudo de caso do Colégio Adventista da Liberdade – Maputo (2023)

Abstract

This study is interested in understanding the marketing strategies used in the process of attracting and retaining new students at Colégio Adventista da Liberdade. The general objective is understand the impact of implementing these strategies. The methodology adopted involves an exploratory research, focusing on primary sources, including structured interviews, questionnaires and document analysis. The findings of this study offer a comprehensive overview of the marketing strategies of Colégio Adventista da Liberdade, as well as the challenges and associated opportunities, from which they infer: the research revealed a significant variety in the participation of teachers in student recruitment strategies, ranging from non- involvement to frequent involvement; research highlighted variation in perceptions of challenges among teachers, suggesting the need for personalized approaches to overcome them. Furthermore, the survey revealed generally positive perceptions of marketing by teachers, but also identified neutral and negative opinions about teacher involvement and marketing in education. This points to the need to additional analytics to understand these views and optimize teacher engagement; and, finally, school resources were also discussed, highlighting the need to continuous improvements to meet student needs. Effective communication with students was considered essential to maintain engagement and satisfaction, with the need of targeted and personalized strategies. This serves as a solid basis for future decisions strategic strategies at the school, with the aim of improving the attraction and loyalty of students from effective and sustainable way(TRADUÇÃO NOSSA)