Evaluation of the study abroad market in Latin America for Marketing Purposes

Bc. Natali Cruz Mencía

Master's thesis

Abstract:

The emerging global structure needs interaction between the international flow ofknowledge and society. Study abroad programs are elements of this internationalizationprocess. Research demonstrates the most important factors that influence and motivatesLatin American students for making a decision about their destination choice and thus,institution to study. The research took into account countries like Mexico, Colombia, andBrazil, the largest markets to study abroad in Latin America. The survey questions weredesign based on the Marketing Mix Strategy and also at the same time the study helps toevaluate the motivation factors to study abroad, based on the consumer behaviors stagesthat facilitated marketing recommendations for promoting Prague as a destination choice.This research proves that the most important determinants for choosing a study abroaddestination are the price and cost. The program and the quality of education are the secondinfluencers considering they think education abroad is much better than in their homecountries. Therefore, the motivation factor that pulls them to study abroad is to be able toget a better education overseas. Issues such as the style of life or having the possibilities towork in the country of destination help in maximizing the study abroad experience for theLatin American student profile.

Keywords

Marketing Communication, segmentation, customer's behavior, study abroad, Latin America, education market

Language used: English

Date on which the thesis was submitted / produced: 11. 4. 2016

Thesis defence

• Supervisor: Ing. Tereza Balcarová, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration