Doing business in Brazil - The higher education sector

CO-VIVA :: CO-CREATING INNOVATIVE SOLUTIONS
DOING BUSINESS IN BRAZIL
THE HIGHER EDUCATION SECTOR
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A G E N D A
• W H AT I S C O - V I VA
• O V E R V I E W O F U N I V E R S I T I E S I N B R A Z I L ( P U B L I C
V S P R I VAT E )
• T H E P R O F I L E O F B R A Z I L I A N S T U D E N T S
• T H E E N D O F S C I E N C E S W I T H O U T B O R D E R S
• T H E O P P O RT U N I T I E S F O R D A N I S H U N I V E R S I T I E S
I N B R A Z I L
• D U T C H C A S E
• C O N C L U S I O N S
• Q U E S T I O N S
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O U R S E R V I C E S
C O - V I VA H A S E X P E RT I S E I N I N N O VAT I V E C O N S U LT I N G F O R
T H E A C A D E M I C I N D U S T RY A N D H A S A L R E A D Y D E S I G N E D
S P E C I F I C S E R V I C E S F O R U N I V E R S I T I E S
Innovation
Consultancy
Market
Research
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Private
77%
Public
23%
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77% of all students go to private
universities.
Just 23% go to public (not paid)
universities.
Since 1980 the number of students
attending to private universities is
growing.
In Brazil there are more private universities
(around 80%) than public ones (around
20%).
Therefore, pay for higher education in
Brazil is an expected situation.
Source: Pnad (2009)
B R A Z I L I N N U M B E R S

This graph shows where are the
rich people in Brazil: mostly in
São Paulo (black area) and
Minas Gerais, Rio de Janeiro,
Paraná and Rio Grande do Sul
(dark blue areas).
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W H E R E D O E S L I V E
T H E B R A Z I L I A N S
W H O C A N A F F O R D
S T U D Y I N G
A B R O A D ?

}Our target: 5% of
Brazil, it means
still around 10
million people !
Maybe merit
based
scholarships
to target this
group?
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J U S T 5 % O F B R A Z I L I A N S E A R N M O R E
T H A N T H E C O S T S O F S T U D Y I N G A B R O A D

A B O U T B R A Z I L I A N S S T U D E N T S :
(DATA FROM 2014)
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They are concerned about costs, security,
and their careers.
Source: Nuffic / 2014 / Measuring the brand awareness of Dutch Higher Education abroad

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Secondary
Tertiary Data
Articles
Researches
Social Media
Blogs
50 people
5 groups
High School Students
Parents
Educators
Brazilians that studied abroad
Brazilians that did not study abroad
5 cities
SP, RJ, POA, Recife & Manaus
1000 people
3 groups
High School Students
Parents
Educators
5 cities
SP, RJ, POA, Recife & Manaus
T H E R E S E A R C H D O N E I N 2 0 1 5
Netnography
Desk
Research
Qualitative
Research
Quantitative
Research

“CREATIVE: With creative methodologies, such as with music, discussions, in order to
change my opinion, and open up to different perspectives."
0
13
25
38
50
“CHALLENGEABLE, RELEVANT AND FRIENDLY: The one that provides good interaction with
teachers. They must take you out of your comfort zone. They could share helpful information
that have benefits at daily life."
“HANDS ON: Putting in practice the knowledge gained, since the beginning of
the course”."
“INSPIRING: You really have to want to learn. Depends more than your
motivation."
H O W I S T H E U N I V E R S I T Y O F Y O U R
D R E A M S ? HS STUDENT
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“THE NEW THING I LEARNED: I learned a different thing in a such different
way. “That was a totally different experience."
0
10
20
30
40
“THE NEW PEOPLE I MET: The new people that I met. Friends with same topics of
interest. I had fun."
“HOW MUCH I GREW: I got over me. I tried and I got it. I grow up as
person and professional. "
“I LIVED A DIFFERENT CULTURE: I learned a different culture."
“HOW MUCH HELP I GOT: I received a lot of attention from
the teacher. She/he was concerned if I was really
understanding."
LET’S IMAGINE A SITUATION: YOU RETURN TO BRAZIL AFTER
ACCOMPLISHING A BACHELORS DEGREE ABROAD. WHAT WOULD YOU
WISH TO TELL YOUR BEST FRIEND ABOUT WHAT MADE YOUR EXPERIENCE
SO ESPECIAL?
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HS STUDENT

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UNIVERSITIES AS A
BRIDGE: FROM
WHO YOU ARE
NOW, AND WHO
DO YOU WANT TO
BECOME, IN THE
CONTEMPORARY
WORLD.
T H E R O L E O F A N U N I V E R S I T Y

N E W S
1. T H E S W B P R O G R A M M E I S O N H O L D A N D T H E B R A Z I L I A N
G O V E R N M E N T W I L L N O T O P E N N E W A P P L I C AT I O N S
2. T H E S W B G A V E G R E A T E X P O S U R E T O E U R O P E A N
U N I V E R S I T I E S I N S P I R I N G M O R E B R A Z I L I A N S T O C H O O S E
T H E O L D C O N T I N E N T T O S T U D Y
3. T H I S I S A G O O D O P P O RT U N I T Y F O R D A N I S H U N I V E R S I T I E S
T O F O C U S O N B R A Z I L A N D I N C R E A S E I T S E F F O RT S I N T H E
B R A Z I L I A N M A R K E T T O R E C R U I T M O R E S T U D E N T S
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S T I L L A B O U T T H E R E S E A R C H D O N E …
W E B E L I E V E T H AT T H E P R O F I L E O F T H E D A N I S H U N I V E R S I T I E S M AT C H T H E
E X P E C TAT I O N S A N D D E S I R E O F B R A Z I L I A N S T U D E N T S , PA R E N T S A N D E D U C AT O R S .
" Y O U W I L L A L S O B E S T U D Y I N G I N A S A F E , F R I E N D LY A N D I N N O VAT I O N - D R I V E N
E N V I R O N M E N T. ” - S I T E S T U D Y I N D E N M A R K
W H AT PA R E N T S , S T U D E N T S A N D E D U C AT O R S L O O K I N G F O R :
• S A F E T Y: D E N M A R K I S A S A F E C O U N T RY
• T U T O R S : N E E D F O R S T U D E N T S U P P O RT S E R V I C E S
• D Y N A M I C I N T E R N S H I P P O S S I B I L I T I E S / PA RT N E R S H I P W I T H T H E D A N I S H I N D U S T RY:
G O O D S E L L I N G P O I N T !
• R I G I D T E A C H I N G M E T H O D O L O G I E S I N B R L V S I N N O VAT I V E M E T H O D O L O G I E S I N
E U R O P E
• E X T R A - C U R R I C U L A R A C T I V I T I E S , I . E . : F I E L D T R I P S , C O M PA N Y V I S I T S , C H A L L E N G E
F R O M T H E I N D U S T RY, E T C
• M U LT I - D I S C I P L I N A RY A P P R O A C H
• PAY M E N T I N I N S TA L M E N T S
• D I P L O M A ' S R E C O G N I T I O N I N B R A Z I L
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Innovative Research
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D U T C H C A S E
Unique Promotion
This co-evolutionist methodology unveils the
best of people and organisations. Using the
positive psychology a investigation is done
to search for positive possibilities, that were
unknown and unexplored in organisations
and communities. Instead of asking "what is
wrong" we ask "what could be".
Road Shows VS Taylor Made Events:
Relating to the community: A way of
bringing value to Brazilian community: create
customised events inside schools and
universities to talk about the future that we
want to our community and how studies and
careers can help it to happen.

C O N C L U S I O N S
• PAY F O R H I G H E R E D U C AT I O N I N B R A Z I L I S A N
E X P E C T E D S I T U AT I O N ;
• F O R B R A Z I L I A N S U N I V E R S I T Y I S A B R I D G E ;
• S W B : G R E AT M A R K E T I N G F O R E U R O P E ;
• G O O D M AT C H B E T W E E N D A N I S H U N I V E R S I T I E S
A N D T H E B R A Z I L I A N M A R K E T;
• C U S T O M I S E D A P P R O A C H PAY S O F F ;
www.co-viva.com

www.co-viva.com
Q U E S T I O N S ?
C O N TAT O @ C O - V I VA . C O M
W W W. C O - V I VA . C O M

Doing business in Brazil - The higher education sector

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