Contributions of Social Marketing in Administrator Training 2019

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	Barboza, SIS; da Silva, WF
Título	CONTRIBUTIONS OF SOCIAL MARKETING IN ADMINISTRATOR TRAINING
Afiliaciones	Universidade Federal da Paraiba; Universidade Federal da Paraiba
Año	2019
DOI	10.13058/raep.2019.v20n2.1328
Tipo de acceso abierto	gold, Green Submitted
Referencia	WOS:000484421600003
Artículo obtenido de:	WOS

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Contributions of Social Marketing in Administrator Training

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