Objective: The objective of this study is to understand the strategic drivers and commercial methodologies that Private Basic Education institutions located in the North and Northeast Regions of Brazil adopt to attract, retain and retain students, as well as investigate the applied guidelines that generate added value, contributing to operational and financial growth in an efficient and sustainable way. Theoretical Framework: The theme is based on different literary approaches, from the contextualization of Basic Education in Brazil, Educational Management Models, Strategic Directions and Commercial Methodologies for attracting, building loyalty and retaining students. Method: Research of a descriptive nature, with a qualitative and quantitative approach with objective and subjective questions. Data collection took place through an online questionnaire generated on the Survio platform, to which institutions received a link via email and WhatsApp. Results and Discussion: The results obtained revealed the different forms of educational management and it is clear that the same structural size and with the same pedagogical modalities, have a discrepancy in the number of active students. In this context, there are opportunities for growth with technological investments. Implications of the Research: The research makes it possible to understand different models of educational management that can improve the operational and financial performance of private educational institutions, even considering the complexity of the North and Northeast regions, as they are different realities, both structural and pedagogical. Originality/Value: Research contributes to the sustainable growth of an educational institution through applications of structured operational processes, policies and guidelines, in addition to participatory strategic planning.
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