STRATEGIC BEHAVIOR IN INSTITUTIONS OF HIGHER EDUCATION/COMPORTAMENTO ESTRATEGICO EM INSTITUICOES DE ENSINO SUPERIOR/COMPORTAMIENTO ESTRATEGICO EN INSTITUCIONES DE ENSENANZA SUPERIOR

The objective of the study is to identify the strategic behavior in Higher Education Institutions, in the perspective of course coordinators in a private and a public HEI. For this, a quantitative methodology was adopted in terms of the research approach, and in terms of the objectives, descriptive. As results, it was verified that in the private IES the strategic behavior prospector stands out, which indicates search for new market opportunities and emerging trends in the environment in which they operate, creating changes and generating uncertainty to their competitors. In the public HEI, a defensive strategic behavior characterized by internally becoming its efficiency and operations was identified.