Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?

Detalhes bibliográficos
Autor(a) principal: Berardinelli, Rodolfo Peres
Data de Publicação: 2017
Outros Autores: Sauerbronn, João Felipe Rammelt
Tipo de documento: Artigo
Idioma: por
Título da fonte: Administração (São Paulo. Online)
Texto Completo: https://raep.emnuvens.com.br/raep/article/view/628
Resumo: Undergraduate education for Business Administration students in Brazil is found to be strictly focused on managerial aspects of marketing. Because of this, many managers seem to be unable to deal with the complexity of the exchange system. In a world in which markets are increasingly affecting people's lives, it becomes essential to broaden the understanding of the discipline that deals with the relationships between markets and society: macromarketing. In the present paper, we have collected data through in-depth interviews with nine marketing professors of Business Administration undergraduate courses in order to present their visions about the teaching of the discipline and its gaps, as well as their understandings of macromarketing, its concepts and possible contributions to the training of future managers. The data allowed us to identify three gaps in marketing education, related to the superficiality of the treatment of the market concept, the discipline’s disconnection from social issues and local perspectives, and an uncritical view of the field. The interviews also brought potential contributions from macromarketing to improving the education of administrators through the inclusion of discussions on marketing systems, social consequences of marketing and a more critical view of the discipline. 
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spelling Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?Contribuições do Macromarketing para a Formação de Administradores – Podemos Melhorar o Ensino de Marketing em Cursos de Graduação em Administração?Management EducationMarketing EducationMacromarketingManager’s TrainingEnsino de AdministraçãoEnsino de MarketingMacromarketingFormação do AdministradorUndergraduate education for Business Administration students in Brazil is found to be strictly focused on managerial aspects of marketing. Because of this, many managers seem to be unable to deal with the complexity of the exchange system. In a world in which markets are increasingly affecting people's lives, it becomes essential to broaden the understanding of the discipline that deals with the relationships between markets and society: macromarketing. In the present paper, we have collected data through in-depth interviews with nine marketing professors of Business Administration undergraduate courses in order to present their visions about the teaching of the discipline and its gaps, as well as their understandings of macromarketing, its concepts and possible contributions to the training of future managers. The data allowed us to identify three gaps in marketing education, related to the superficiality of the treatment of the market concept, the discipline’s disconnection from social issues and local perspectives, and an uncritical view of the field. The interviews also brought potential contributions from macromarketing to improving the education of administrators through the inclusion of discussions on marketing systems, social consequences of marketing and a more critical view of the discipline. A formação dos estudantes de administração no Brasil encontra-se centrada em aspectos gerenciais do marketing e, por conta disso, gestores parecem incapazes de lidar com a complexidade do sistema de trocas. Em um mundo no qual as vidas das pessoas passam a ser cada vez mais afetadas por mercados, torna-se fundamental ampliar a compreensão a respeito da disciplina que trata das relações entre mercados e sociedade: o macromarketing. No presente artigo, realizamos entrevistas em profundidade com nove professores de marketing de cursos de graduação de administração com o intuito de levantar suas visões acerca do ensino da disciplina, das suas lacunas, assim como seus entendimentos a respeito do macromarketing, seus conceitos e suas possíveis contribuições para a formação de futuros administradores. Os dados coletados trouxeram à tona três lacunas do ensino de marketing associadas à superficialidade de tratamento do conceito de mercado, à desconexão da disciplina com questões sociais e perspectivas locais e à visão acrítica do campo. As entrevistas, também, mostraram as potenciais contribuições do macromarketing para a melhoria da formação dos administradores por meio da inclusão de discussões sobre os sistemas de marketing, as consequências sociais do marketing e uma abordagem mais crítica da disciplina.Associação Nacional dos Cursos de Graduação em Administração (ANGRAD)2017-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://raep.emnuvens.com.br/raep/article/view/62810.13058/raep.2017.v18n3.628Administração: Ensino e Pesquisa; Vol. 18 No. 3 (2017): September-December; 558-593Administração: Ensino e Pesquisa; v. 18 n. 3 (2017): Setembro-Dezembro; 558-5932358-09172177-6083reponame:Administração (São Paulo. Online)instname:Associação Nacional dos Cursos de Graduação em Administração (ANGRAD)instacron:ANGRADporhttps://raep.emnuvens.com.br/raep/article/view/628/pdfBerardinelli, Rodolfo PeresSauerbronn, João Felipe Rammeltinfo:eu-repo/semantics/openAccess2020-10-29T14:43:12Zoai:ojs.raep.emnuvens.com.br:article/628Revistahttp://angrad.org.br/revistaPRIhttps://raep.emnuvens.com.br/raep/oaiangrad@angrad.org.br||raep@angrad.org.br2358-09172177-6083opendoar:2020-10-29T14:43:12Administração (São Paulo. Online) - Associação Nacional dos Cursos de Graduação em Administração (ANGRAD)false
dc.title.none.fl_str_mv Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?
Contribuições do Macromarketing para a Formação de Administradores – Podemos Melhorar o Ensino de Marketing em Cursos de Graduação em Administração?
title Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?
spellingShingle Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?
Berardinelli, Rodolfo Peres
Management Education
Marketing Education
Macromarketing
Manager’s Training
Ensino de Administração
Ensino de Marketing
Macromarketing
Formação do Administrador
title_short Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?
title_full Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?
title_fullStr Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?
title_full_unstemmed Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?
title_sort Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?
author Berardinelli, Rodolfo Peres
author_facet Berardinelli, Rodolfo Peres
Sauerbronn, João Felipe Rammelt
author_role author
author2 Sauerbronn, João Felipe Rammelt
author2_role author
dc.contributor.author.fl_str_mv Berardinelli, Rodolfo Peres
Sauerbronn, João Felipe Rammelt
dc.subject.por.fl_str_mv Management Education
Marketing Education
Macromarketing
Manager’s Training
Ensino de Administração
Ensino de Marketing
Macromarketing
Formação do Administrador
topic Management Education
Marketing Education
Macromarketing
Manager’s Training
Ensino de Administração
Ensino de Marketing
Macromarketing
Formação do Administrador
description Undergraduate education for Business Administration students in Brazil is found to be strictly focused on managerial aspects of marketing. Because of this, many managers seem to be unable to deal with the complexity of the exchange system. In a world in which markets are increasingly affecting people's lives, it becomes essential to broaden the understanding of the discipline that deals with the relationships between markets and society: macromarketing. In the present paper, we have collected data through in-depth interviews with nine marketing professors of Business Administration undergraduate courses in order to present their visions about the teaching of the discipline and its gaps, as well as their understandings of macromarketing, its concepts and possible contributions to the training of future managers. The data allowed us to identify three gaps in marketing education, related to the superficiality of the treatment of the market concept, the discipline’s disconnection from social issues and local perspectives, and an uncritical view of the field. The interviews also brought potential contributions from macromarketing to improving the education of administrators through the inclusion of discussions on marketing systems, social consequences of marketing and a more critical view of the discipline. 
publishDate 2017
dc.date.none.fl_str_mv 2017-09-01
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dc.identifier.uri.fl_str_mv https://raep.emnuvens.com.br/raep/article/view/628
10.13058/raep.2017.v18n3.628
url https://raep.emnuvens.com.br/raep/article/view/628
identifier_str_mv 10.13058/raep.2017.v18n3.628
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://raep.emnuvens.com.br/raep/article/view/628/pdf
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Associação Nacional dos Cursos de Graduação em Administração (ANGRAD)
publisher.none.fl_str_mv Associação Nacional dos Cursos de Graduação em Administração (ANGRAD)
dc.source.none.fl_str_mv Administração: Ensino e Pesquisa; Vol. 18 No. 3 (2017): September-December; 558-593
Administração: Ensino e Pesquisa; v. 18 n. 3 (2017): Setembro-Dezembro; 558-593
2358-0917
2177-6083
reponame:Administração (São Paulo. Online)
instname:Associação Nacional dos Cursos de Graduação em Administração (ANGRAD)
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instname_str Associação Nacional dos Cursos de Graduação em Administração (ANGRAD)
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reponame_str Administração (São Paulo. Online)
collection Administração (São Paulo. Online)
repository.name.fl_str_mv Administração (São Paulo. Online) - Associação Nacional dos Cursos de Graduação em Administração (ANGRAD)
repository.mail.fl_str_mv angrad@angrad.org.br||raep@angrad.org.br
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