摘要: Society has evolved, the offer higher education has increased and private institutions of higher education (IES) have invested in marketing. Since 1997 there has been relevant changes in the management of this segment. The objective of this research is to identify in the literature marketing metrics and level of knowledge and use of metrics by managers of IES. The methodology used in this study of an exploratory nature was a qualitative study through extensive interviews, done with eight marketing professionals of IES in the city of Curitiba, PR. It was concluded that empirical proof exists, but are necessary to use methods and techniques. And it was found that these actions began to be applied in the last five years by the majority of institutions researched and the tendency is that there exists further development on the subject. Future research is being discussed concerning marketing theory.