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Master's Dissertation
DOI
https://doi.org/10.11606/D.12.2021.tde-10012022-115235
Document
Author
Full name
Carolina Rodrigues de Almeida Prado
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2021
Supervisor
Committee
Feldmann, Paulo Roberto (President)
Fernandes, Reynaldo
Fouto, Nuno Manoel Martins Dias
Kuniyoshi, Marcio Shoiti
Title in Portuguese
A competição entre as instituições de ensino superior privadas de Direito
Keywords in Portuguese
Competição
Ensino superior
Mensalidade
Qualidade do ensino
Abstract in Portuguese
As empresas do setor de educação, em especial as do ensino superior, estão inseridas em ambientes cada vez mais competitivos. Elas são maioria tanto no número de IES quanto no total de matrículas se comparadas às instituições públicas. Essa grande oferta de IES privadas dificulta, tanto para os futuros discentes quanto para o mercado, identificar as instituições que possuem maior qualidade. Apesar disso, existem poucos estudos teóricos dedicados a esse setor. Considerando essa lacuna, o objetivo deste estudo foi analisar, dentro do curso de direito, se a qualidade das IES privadas é refletida nos valores cobrados como mensalidade. Para o alcance do objetivo, o setor de educação superior em direito na cidade de São Paulo foi descrito e segmentado, sendo utilizadas variáveis quantitativas. As taxas de aprovações na OAB (dados secundários) e os valores das mensalidades das 28 IES privadas (dados primários) representam as variáveis analisadas. Dentro da análise estrutural do setor, utilizando-se as metodologias de Michael Porter, observa-se que o setor apresenta uma média atratividade. A rivalidade entre os atuais concorrentes é alta, enquanto o poder dos clientes e a ameaça dos bens substitutos são forças baixas e a ameaça de novos entrantes e o poder dos fornecedores são forças moderadas. Na segmentação do setor, foram utilizados dois modelos teóricos. Em ambos, três das 28 IES possuíam um maior número de estudantes que realizaram o exame da ordem se comparado com a soma das outras 25 IES do estudo. É possível evidenciar ainda a concentração do sistema privado da educação brasileira, que deve se acentuar com a crise financeira gerada pela pandemia da covid-19. Por fim, os dados coletados e selecionados corroboram com a literatura no sentido de que a qualidade do ensino oferecido pode ser refletida nos preços das mensalidades das IES. Tendo encontrado tais resultados, foi possível identificar duas possíveis estratégias para IES privadas que desejam sobreviver: a diferenciação no caso de instituições de elite que, apesar de ofertarem poucos cursos, possuam uma excelente reputação/status ou através da atuação em grandes escalas com a oferta de cursos em diversas áreas.
Title in English
The competition among private law schools
Keywords in English
Competition
Higher education
Quality of education
Tuition
Abstract in English
Private faculties in the education industry, especially those in higher education, are inserted in increasingly competitive environments. They are the majority of both in the number of faculties and in total enrollments compared to public schools. This large offer of private faculties makes it difficult, both for future students and for the market, to identify the schools that have the highest quality. Despite this aspect, there are few theoretical studies dedicated to this industry. Addressing this gap, the aim of this study was to analyze within the Law course whether the quality of private schools is reflected in the amounts charged as tuition. To achieve this objective, the industry of higher education in law in the city of São Paulo was described, segmented, and quantitative variables were used. The Bar exam approval rates (secondary data) and the tuitions of the twenty-eight private schools (primary data) represent the quantitative variables. During the structural analysis of this industry (using the Porter´s methodologies) was observed that the sector presents an average attractiveness. Rivalry among current competitors is high, while customer power and the threat of substitute goods are low forces, and the threat of new entrants and supplier power are moderate forces. In the segmentation of this industry, two theoretical models were used. In both, three of the twenty-eight schools had a greater number of students who took the bar exam compared to the sum of the other twenty-five private schools in the study. Therefore, it is possible to evidence the concentration of the Brazilian private education system, which could increase with the financial crisis generated by the covid-19 pandemic. Finally, the collected and selected data corroborate to the literature that the quality of the education offered can be reflected in the tuition fees at the faculties. Having found such results, it was possible to identify two recommended strategies for private schools: or they opt to act in a differentiated way as an elite faculty that despite offering few courses has an excellent reputation / status, or they would act through large scales offering courses in various areas.
 
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Publishing Date
2022-01-31
 
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