Yield Management em Instituições de Ensino Superior: Um Estudo De Caso na Modalidade de Ensino a Distância de uma Universidade Comunitária

• Published in: Revista ibero-americana de estratégia Vol. 15; no. 3; pp. 70 - 87
• Main Authors: de Lima, Patrícia Schmidt Hahn, de Lima, Carlos Rogerio Montenegro, Dias, Ibsem Agrello, de Lima, Marcus Vinicius Andrade
• Format: Journal Article
• Language: English; Portuguese
• Published: São Paulo Universidade Nove de Julho (UNINOVE), PPGA 01.09.2016
• Subjects: Case studies; Colleges & universities; Competition; Higher education; Revenue management; Studies
• ISSN: 2176-0756; 2176-0756
• DOI: 10.5585/riae.v15i3.2418

Increased competition between higher education institutions has driven them to seek ways to increase demand to improve your results. Yield Management meets this need as a support management tool that works the balance between demand and supply in order to maximize revenue. Within this context, this study aims to analyze how the Yield Management can be used to optimize the revenue of an undergraduate degree at a distance of a top community college. Therefore, the study involves the application of exploratory research, qualitative approach in the form of case study. Data collection was conducted through interviews. From the results found that: i) the institution has the necessary requirements for the application of Yield Management Tool; ii) there is a decrease in enrollment in the past two semesters and that the strategies used by the course are not enough to fill the vacancies offered; iii) that the proposed model will allow the course has strategies for the balance between supply and demand, increasing enrollment and thus becoming more competitive.