How Plural is the Teaching of Marketing? An Exploratory Study with Teachers of Undergraduate Business Course

Abstract

The aim of this research is to investigate how plural the teaching of marketing is in Business undergraduate courses, considering three schools of thought in Marketing: managerial, macromarketing and critical marketing. In order to achieve this goal, marketing professors were interviewed in different Business undergraduate courses in Rio de Janeiro. The results presented in the three analytical categories produced point to: a) the recognition that the programmatic content based on managerial marketing is insufficient to meet the challenges surrounding the practice of marketing; b) the concern with referring marketing practices to market demands and; c) the importance of establishing ethical, social and critical discussions that involve not only the relationship between companies and consumers, but that recognize the role of the State and pressures from organized civil society. The authors conclude that macromarketing and critical marketing approaches can contribute so that discussions can be conducted by teachers in a more plural and systematized way, so that marketing teaching spills over from the classroom domains to research and extension projects.