Pilares de desenvolvimento e educação em teoria de marketing

Abstract

The argument of this thesis revolves around improving the training of graduates of the marketing lines of doctoral programs in Administration in Brazil. In it, we discussed the role and the current condition of the discipline Marketing Theory (TM) offered at the doctoral level for the generation, accumulation and dissemination of general knowledge in the area. The objective of the thesis was to build a panoramic view of the current condition of education in marketing theory offered in doctoral programs in Administration in Brazil from the teleological lenses of a broad, generic and comprehensive education proposal. The work was composed of four studies that compose an overview of education in marketing theory in Brazil. The research findings point to short, medium and long-term trends in facing difficulties similar to those reported in international studies: thematic concentration, departure from the pedagogical purposes of Marketing Theory and trends in marketing fragmentation due to the absence of a theoretical reference that can align rigor and relevance. As an alternative to the idea of a general theory, we proposed the set of knowledge entitled Pillars of Development and Education in Marketing Theory that can serve as a reference for planning the teaching of Marketing Theory in doctoral programs. As a conclusion, the panorama was formed from an identification of marketing problems, a description of the themes most present in Marketing Theory courses, a proposal for content for the discipline and an analysis of teaching practices.