Estratégias e desafios na gestão comercial de uma instituição de ensino superior na pandemia de COVID-19: um estudo de caso de Instituição Privada em São Luís - MA, 2023

Abstract

Introduction: The Covid-19 pandemic has had significant impacts, especially on education, requiring management strategies to overcome the challenges imposed by the crisis and the negative impact on the global economy. There has been an increase in online purchases, and higher education institutions (HEIs) have had to adapt to remote teaching and face challenges related to decreased profitability, delinquency, and dropout rates. Objectives: This study aims to investigate how a private HEI in São Luís - MA innovated during and after the pandemic to maintain business sustainability, identifying the challenges and strategies adopted. Additionally, it seeks to explore students' perceptions of these strategies and propose suggestions for improvement. Methodology: This quantitative and descriptive research employed a virtual survey conducted through Google Forms between May and June 2023. The student sample, calculated with a confidence level of 90% and a margin of error of 7.01%, consisted of 129 students from the 4th period onwards. The management sample comprised managers from the commercial, marketing, and pedagogical areas. Results: The main difficulties faced by the HEI included a limited budget for marketing, delinquency, and the adaptation to remote teaching. To overcome these challenges, the institution implemented

digital marketing strategies, student recruitment campaigns, debt installment plans, economic- financial viability analysis, and provided technological support to teachers. Students reported

difficulties in technology usage, disorganization, confusing calendars, and less interactive and superficial remote classes, which impacted engagement and class quality. Conclusion: The perceptions highlighted the complexity of the current context, presenting challenges for both HEIs and students. Open dialogue, effective communication channels, and a culture of active listening are essential to address these challenges.