Contributions from Social Marketing in Training Managers

Authors

  • Stephanie Ingrid Souza Barboza Departamento de Ciências Sociais Aplicadas – Campus III, Programa de Pós-Graduação em Gestão Pública e Cooperação Internacional, Universidade Federal da Paraíba Bananeiras e João Pessoa, Paraíba https://orcid.org/0000-0002-2640-2070
  • Wesley Ferreira da Silva Universidade Federal da Paraíba, Guarabira, Paraíba http://orcid.org/0000-0003-3366-5175

DOI:

https://doi.org/10.13058/raep.2019.v20n2.1328

Keywords:

Social Marketing, Marketing Education, Management

Abstract

The training of management students in Brazil is centered on managerial aspects of marketing and, because of this, graduates seem unable to cope with the complexity of the marketing systems. 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, and then to focus groups in order to obtain a comparison between the dimensions 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.

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Author Biographies

Stephanie Ingrid Souza Barboza, Departamento de Ciências Sociais Aplicadas – Campus III, Programa de Pós-Graduação em Gestão Pública e Cooperação Internacional, Universidade Federal da Paraíba Bananeiras e João Pessoa, Paraíba

Doutora em Administração pela PPGA-UFPB.

Áreas de interesse em pesquisa: Marketing no interesse público.

Wesley Ferreira da Silva, Universidade Federal da Paraíba, Guarabira, Paraíba

Bacharel em Administração pela UFPB.

Áreas de interesse em pesquisa: Marketing Social, Educação em Marketing, Ensino em Administração.

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Published

2019-05-02

How to Cite

Barboza, S. I. S., & Silva, W. F. da. (2019). Contributions from Social Marketing in Training Managers. Administração: Ensino E Pesquisa, 20(2), 286–318. https://doi.org/10.13058/raep.2019.v20n2.1328

Issue

Vol. 20 No. 2 (2019): May-August

Section

Articles

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