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The Contribution of Macromarketing to the Teaching of Marketing in Brazil
Can we improve the teaching of Marketing in Undergraduate Business Administration Courses?
Paperback
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Artikel-Nr:
9786206025412
Veröffentl:
2023
Einband:
Paperback
Erscheinungsdatum:
24.05.2023
Seiten:
60
Autor:
Rodolfo Berardinelli
Gewicht:
107 g
Format:
220x150x4 mm
Sprache:
Englisch
Beschreibung:
Rodolfo Peres Berardinelli holds a Master's degree in Management from Unigranrio, a postgraduate degree in Strategic Marketing, a degree in Management from ESPM and started his PhD in Management at Unigranrio in 2018. He is currently a guest professor at Unigranrio's Postgraduate Diploma in Management and provides consultancy in the marketing area.
The training of business students in Brazil is focused on managerial aspects of marketing and, because of this, managers seem unable to deal with the complexity of the exchange system. In a world in which people's lives are increasingly affected by markets, it is essential to broaden the understanding of the discipline that deals with the relationships between markets and society: macro-marketing. In the work that gives rise to the book, in-depth interviews were conducted with nine marketing professors from undergraduate business administration courses, with the aim of raising their views about the teaching of the discipline and its gaps, their understanding of macromarketing and its concepts, as well as the potential contributions of macromarketing to the improvement of marketing education, its social consequences and a more critical view of the discipline.