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.
Jrade, Ahmad (12804778900); Jalaei, Farnaz (57212026747); Zhang, Jieying Jane (59228484300); Jalilzadeh Eirdmousa, Saeed (59228444800); Jalaei, Farzad (54894358100)
Potential Integration of Bridge Information Modeling and Life Cycle Assessment/Life Cycle Costing Tools for Infrastructure Projects within Construction 4.0: A Review
2023
10.3390/su152015049
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85199226134&doi=10.3390%2fsu152015049&partnerID=40&md5=b503d960a132c3df787b4cb99ad749dc
Department of Civil Engineering, University of Ottawa, Ottawa, K1N 6N5, ON, Canada; National Research Council Canada, Government of Canada, Ottawa, K1A 0R6, ON, Canada
All Open Access; Gold Open Access
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