Of all sectors of the economy, the service sector is currently considered as having the greatest prospects for growth. However, the issue of intangibility in the communication of services still represents a challenge for professionals and scholars. In this scenariofigure graduate courses, in particular the Masters in Business Administration MBA, for their social importance and competitiveness in the sector. Therefore, the issue that motivated this study was how service tangibility is handled in the processes of marketing communication applied to the advertising of MBA courses. The research method adopted involves a literature review and field research with 458 students on MBA courses and an analysis of the communication model of MBA Courses. The results indicate that the business schools still do not seem to worry about the issue of service tangibilization.
Services marketing; Communication; MBA programs