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Higher Education ? Profile. UniversitiesBrazil has over 2,000 universities and over 5 million students enrolled.There are both public (25%) and private institutions, supervised by the Brazilian Ministry of Education.In the most recent ?The Times Higher Education Supplement" survey, Brazil had onl
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1. Education Opportunities &Strategies BRAZIL
April 2008
2. Higher Education – Profile Universities
Brazil has over 2,000 universities and over 5 million students enrolled.
There are both public (25%) and private institutions, supervised by the Brazilian Ministry of Education.
In the most recent “The Times Higher Education Supplement” survey, Brazil had only 2 universities ranked in the world’s Top 200 – University of Sao Paulo (USP) & University of Campinas (Unicamp).
Only 9% of all enrolled students complete a basic university degree.
Business Schools
Brazil has 24 ranked Business Schools with over 60 courses.
Of these courses, only 6 are accredited by either AMBA or AACSB.
3. Top Universities – by course Economics & Management
Pontifícia Universidade Católica de São Paulo (PUC-SP)
Universidade Federal do Rio Grande do Sul (UFRGS)
Universidade Federal do Rio de Janeiro (UFRJ)
Agrarian & Veterinary Science
Universidade Federal de Viçosa (UFV)
Universidade Federal de Lavras (Ufla)
Universidade Federal Rural de Pernambuco (UFRPE)
Natural Sciences
Universidade Federal do Pará (UFPA)
Universidade Federal do Rio de Janeiro (UFRJ)
Universidade de São Paulo (USP- São Paulo)
Health & Medicine
Universidade de São Paulo (USP - São Paulo)
Universidade Federal de Pernambuco ( UFPE)
Universidade Federal de Santa Catarina (UFSC)
4. Top Universities cont’d. Mathematics & IT
Universidade Estadual de Campinas (Unicamp)
Universidade Federal do Rio Grande do Sul (UFRGS)
Universidade Federal do Rio de Janeiro (UFRJ)
Social Sciences
Universidade de Brasília (UnB)
Pontifícia Universidade Católica de São Paulo (PUC-SP)
Universidade de São Paulo (USP -São Paulo)
Services
Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS)
Universidade Anhembi Morumbi
Universidade Federal de Pernambuco (UFPE)
Communication
Universidade de Brasília (UnB)
Universidade Federal de Minas Gerais (UFMG)
Universidade de São Paulo (USP - São Paulo)
5. Top Universities cont’d. Arts & Design
Universidade Estadual de Campinas (Unicamp)
Universidade Federal da Bahia (UFBA)
Universidade de São Paulo (USP-São Paulo)
Materials Science
Universidade de São Paulo (USP - São Paulo)
Universidade Federal de Minas Gerais (UFMG)
Universidade Federal do Rio de Janeiro (UFRJ)
Electrical & Mechanical Engineering
Universidade de São Paulo (USP - São Paulo)
Universidade Federal do Rio de Janeiro (UFRJ)
Universidade Federal de Santa Catarina (UFSC)
Architecture & Construction
Universidade de São Paulo (USP - São Carlos)
Universidade de Brasília (UnB)
Universidade Federal do Rio Grande do Sul (UFRGS)
6. Top Executive MBA Courses Lato sensu
FIA (SP) MBA International – AMBA accredited
FGV (RJ) MBA Business Management - AACSB
FDC (MG) MBA Business - AMBA
FIA (SP) MBA Business Management
IBMEC (SP) MBA Executive
Pittsburgh (SP) EMBA Worldwide - AACSB
BBS (SP) MBA BBS - AACSB
FUNDACE (SP) MBA Administration
UNIFACS (BA) MBA Administration
UNITAU (SP) MBA Business Management
7. Top MBA Courses Strictu Sensu
FGV (RJ) Executive
UNITAU (SP) Professional
EAUFBA (BA) Professional
IBMEC (RJ) Professional
8. Market Overview MBA programs are growing in Brazil through a variety of different strategies:
Licensing (FGV)
Focus on specific industries (IBMEC) & in-company/in-campus programs
New courses (Retail MBA, Service MBA, etc. - FIA-USP)
Junior MBA programs (ESPM, FGV, IBMEC)
Geographical coverage (partnerships with regionally based schools)
International Alliances that add one module at the end of a traditional course as an option for an additional charge.
9. Current Market Features MBA degree is a must today for all recent undergraduates. Top schools have better recognition.
No international schools are present in the market though Harvard, Wharton and Yale have some local presence (recruitment offices) for their US campus. Michigan and T-Bird left Brazil in 2002 when the dollar was high.
Current weak dollar improves the opportunities.
Living abroad & doing an MBA is the first option for 22-25 age group with the necessary resources.
In Brazil, the typical candidate is 35 years old, married, with young children. He expects his employer to sponsor the MBA.
10. General Economic Conditions Economic growth is opening up new management
positions and better education signifies higher pay/quicker promotions.
“New Economy” companies prefer executives that are ready to immediately deliver results – no investment in education required.
Traditional MNC still invest in training, but this decision is made by individual Business Units with resources scarce.
Decision-making process occurs from August to March.
Executives wait until last minute to reach a decision because they will first seek company sponsorship.
Employers always face an internal conflict between training one individual vs. a group with the same resources.
Executive education competes with a company’s social programs.
11. What It Takes to Succeed To be recognized as a world-renowned source of business knowledge
Immediate results – Ex-alumni perform better than the competitors’.
World-class professors & sense of elitism
First class faculty docente corps.
Flexibility with course structure & curriculum
Example - classes offered on weekends for busier executives.
Right pricing & perceived benefits
Pricing in line with local salaries and the status that an international qualification provides
12. Focus Recruitment Groups Brazilian executives of traditional multinational companies that value international experience
International executives (or their spouses) based in Brazil
Executives in the 30-45 year age group
Executives in family-controlled businesses interested in strengthening their academic background.
Executives of traditional multinational companies that value international experience.
Expatriated Executives in Brazil are also a good target.
Executives from 30+ to 45 years old.
Executives of family businesses interested in good quality education.
Individuals in negotiations with their companies about personal benefits.
No focus on industry specific.Executives of traditional multinational companies that value international experience.
Expatriated Executives in Brazil are also a good target.
Executives from 30+ to 45 years old.
Executives of family businesses interested in good quality education.
Individuals in negotiations with their companies about personal benefits.
No focus on industry specific.
13. Example – Market Entry University of Pittsburgh
Local office with 8 years experience in Brazil and over 200 alumni in Brazil
Good international image and brand recognition
International campuses (soon to open 4th in India)
Strong Board of Advisors with representation from top Brazilian companies.
Internationally recognized diploma obtained without interrupting a career
Top ranked faculty with strong international network
14. Market Challenges English language curriculum – only 15%
of all Brazilian executives are fluent
Local executives are intimidated by GMAT & TOEFL certificates – Issues of personal image and vanity are important restraints
Pricing vs. local alternatives – EMBA costs double the most expensive local option (US$30,000)
Limited media presence – one program vs. entire business school
Just one program – no natural flow from undergraduate through to postgraduate
15. Potential Threats Short Term - Top Ten Business Schools are expected to enter the market with similar programs over the coming years
Longer Term - Better recognition of local Business Schools within International Programs
16. Market Entry Strategies Explore partnerships with English language schools, commercial associations, industry federations and Executive Search companies through events such as “Executive Series”
Use a Board of Advisors/ex-alumni to recruit executives
Form strategic alliances with international corporations
Offer targeted products – Family Business, Alliance for Excellence, tailored MBAs
Focus on the banking industry
17. Marketing Strategy Some effective marketing channels:
Direct mailing
Public Relations Agent
Billboards (near international airports)
News Radio Inserts
Google Ads
Business magazine (eg “Exame”) Portal website
Executive Series – Invitations
Happy Hour Events
18. Regional Focus Target efforts in Southeastern Region
Region includes the wealthiest and most populous states of Sao Paulo, Rio de Janeiro and Minas Gerais
Region focuses the best educational institutions and the most competitive market for executives
Over 90% of the best universities and business schools are located in this region.
20. Market Entry Strategies Suggestions
Open a local recruitment office
Form strategic alliances with international companies and local business and industry associations
Establish ex-alumni and Board of Advisors networks
Develop MBA’s tailored to the local market conditions – length of time, curriculum, pricing
Adopt a regional focus – Brazil’s southeastern region