Contributions from Macromarketing for Training Managers – Can We Improve Marketing Education in Undergraduate Business Administration Courses?
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | |
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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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 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
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) instacron:ANGRAD |
instname_str |
Associação Nacional dos Cursos de Graduação em Administração (ANGRAD) |
instacron_str |
ANGRAD |
institution |
ANGRAD |
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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