Artículo

Contributions of Social Marketing in Administrator Training

Resumen

The training of management students in Brazil is centered on managerial aspects of marketing and, because of this, graduates seem unable to deal with the complexity of the applications of marketing knowledge. Thus, the present research sought to incorporate experimentally the social marketing contents within the discipline of marketing administration in the undergraduate degree in administration, in order to analyze their contributions in the formation of the students. For this, the research took place in two distinct stages: first, a social marketing seminar was conducted within the discipline of marketing administration; tthen, focus groups were carried out in order to obtain a comparison between the dimensions: deficient market conceptualization, disconnection between marketing and society, and uncritical vision, proposed by Bernadinelli and Sauberbron (2017) for the training of the administrator. At the end of the research, it was concluded that social marketing teaching provided students with a better understanding of marketing as a broad-based science, significantly reducing the separation between marketing and society and the stakeholder roles that make up the market.
Autores
Vitali, FC; Pires, KM; Cardoso, IV; de Oliveira, EV; Bolan, M; Martins, PA; Cardoso, M
Título
Endodontic therapy in primary teeth: a bibliometric analysis of the 100 most-cited papers
Afiliaciones
Universidade Federal de Santa Catarina (UFSC); Universidade Federal de Minas Gerais
Año
2022
DOI
10.1590/1807-3107bor-2022.vol36.0049
Tipo de acceso abierto
gold
Referencia
WOS:000942129400050
Artículo obtenido de:
WOS
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