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Analysis of the efficiency of personal selling in the admissions strategy of the coding bootcamp industry
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Orientador(es)
Resumo(s)
This mixed methods study aims at understanding the impact of personal selling
tactics in the admissions process of coding bootcamps, specifically, the effects it has on
the purchase intention and satisfaction of prospective students, as well as that on business
performance. The research collected qualitative data (semi-structured interviews) and
secondary data concerning the sales performance of BootcampX in Portugal. With 17
people interviewed and performance data analyzed for the past 3 years, it was concluded
that there’s an indication that personal selling tactics manage to effectively contribute
towards the purchase intention and satisfaction of prospective customers, by increasing
information and decreasing perceived risk. Additionally, the implementation of personal
selling was concluded as a sound business decision that is recommended to be
implemented and ameliorated for BootcampX.
Descrição
Palavras-chave
Working Internship Placement Job Sales Admissions