MARKETING E TERRITÓRIO NO ENSINO SUPERIOR

Abstract

In this article it was discussed about marketing directed by territorial approach and how it is possible, through it, to build and advertise differentiated higher education institutions, identifying the desires and needs of potential students and developing better products and services to meet demands. In view of this, the objective of this article was to map the bibliographic production in the last ten years on marketing and territory in higher education. To this end, a systematic search was carried out on the Capes periodicals portal. We considered peer-reviewed articles, published in the last 10 years in Portuguese, that contained the terms "Marketing, territory" and "Higher Education". Of the 66 articles found, 21 were selected for systematic review. The others were not directly related to the search because they did not address topics related to marketing, territory, and higher education. With the increase in access to higher education due to the growth of distance learning, marketing actions have become essential to attract and keep students. Social networks have been used as a tool to broaden information and knowledge about the offers. In view of this, it is very important that institutions structure actions to reach their target audience.