In the market of competitive higher education, as is the case in Brazil, possessing a quality image is fundamental to attracting and to keeping students at Higher Education Institutions (HEI). This study evaluates the specific quality attributes of HEIs that offer degree courses in administration in Joinville, SC. In order to do this, studies that deal with the specific attributes of quality in educational organizations were identified. 13 attributes that measure the quality of an HEI, specifically with regard to the institution were included. Then a quantitative-descriptive research was carried out among graduates from two of the five HEIs that offer courses in administration in Joinville, SC. A structured questionnaire was applied, with closed questions, to 292 graduates from these two HEIs. With the collected data these graduates were characterized and the attributes of best and worst attributes for quality were identified. Also attributes that contribute more to the perception of quality of the institution from the students' vision were also identified. The HEIs were well appraised in terms of quality, and the image of HEI for the community, the quality of HEI regarding innovation and the development of new courses, are the attributes that are of greatest importance according to the students.
Higher education institutions; Quality in educational organizations; Degree courses in administration; Quality in higher education; Education management