In a competitive market, as it is the case of the Higher Education Institutions (HEI) Brazilian, to attract students became necessary for the survival of this institution type. Taking for base the attributes of students' attraction found in the literature, this study had for objective to determine the factors of the new students' attraction for the administration courses offered by HEIs of Joinville, SC. A questionnaire was applied 409 students near recently entered in four HEIs. With the collected data, it was identified the more and less important attributes than they took them to choose for the course and for HEI. Being the most important factors, highlight for the potential employability of the course and the image high quality of the same. The main contribution of this study refers to the identification and classification by importance of attributes that lead to attracting new students. The results obtained in this investigation aid the managers of HEIs in the students' reception for their teaching institutions.
