Planejamento de marketing em uma instituição de ensino superior na região de Ribeirão Preto

Abstract

The highly competitive and saturated environment of Brazilian private higher education, especially in mature markets, justifies the need for professionalized management. In this context, the main objective of this work was to develop the strategic Marketing plan for a higher education institution located in the city of Ribeirão Preto, a region where the market is highly competitive. The methodology adopted is characterized as a qualitative research approach, of an applied nature and descriptive objective, based on documentary analysis, bibliographic review, analysis of secondary sector data, and an interview with the institution's management. The diagnosis of the macroenvironment (PESTEL) and microenvironment (competitors and market) was consolidated in a SWOT analysis, which grounded the structuring of the Marketing plan. The results demonstrated that the local market is polarized between scale-based and reputation-based competitors, making generalist competition unviable. The resulting marketing plan therefore proposes a strategic positioning focused on a high-value niche (mental health), targeted at an adult audience. The tactics focus on building organic authority, using short courses as a student recruitment tool, and emphasizing employability. It is concluded that the developed marketing plan provides a viable strategic and financial guide, with defined controls, for the institution to reach the financial break-even point and ensure its sustainability by differentiating itself from mass competition.