MOTIVATIONS OF OPTING FOR THE PRESCHOOL AND PRIMARY SCHOOL PEDAGOGY MAJOR IN UNIVERSITY STUDENTS. BENCHMARKS FOR A STRATEGIC MANAGEMENT IN THE PROMOTION OF THE SPECIALIZATION
MOTIVATIONS OF OPTING FOR THE PRESCHOOL AND PRIMARY SCHOOL PEDAGOGY MAJOR IN UNIVERSITY STUDENTS. BENCHMARKS FOR A STRATEGIC MANAGEMENT IN THE PROMOTION OF THE SPECIALIZATION

Summary/Abstract: The present study is an attempt to highlight the main reference points for a marketing program focused on the promotion of the pedagogical higher education majors, by taking into consideration of the main reasons and information sources that the present students used in their decision process that lead to the selection of these majors. After analyzing the essential constructs of the educational marketing, by contrasting them with the ones specific to general marketing, we reported the results of a qualitative investigation carried on through a questionnaire and a focus group. Both information sources and data contributed to the foregrounding of a possible personalized marketing plan.

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