Educação em marketing no Brasil: uma análise das origens históricas

Abstract

This doctoral thesis introduces the origins of marketing education in Brazil. It is a historical work that relied on bibliographical researches and document analyses conducted at libraries, museums and teaching institutions in England, Germany, and Brazil; in addition, Brazilian scholars were interviewed. We preserved the chronology and the chain of events, and we set the research objectives as per the context of English, German and American practices and teaching, which formatted the marketing course exported to Brazil. We argument that marketing education in Brazil is the result of a historical process originating in Europe and structured and leveraged by the US business model, which was exported to Brazil in the first half of the 20th century. Based on such scenario, we defend that the US influence and the construction of the marketing course and marketing-related contents in Brazil were first experienced in the city of São Paulo, which was going through full economic, industrial and commercial development, and had the relevant capacity to form opinions around the country. The US influence and the marketing course in the city of São Paulo materialized, at first, in some high-school and vocational institutions as well as the Museum of Art of São Paulo (MASP), and solidified – in the higher education context – at EAESP. In the 1950s, EAESP went through a vast process of transferring marketing management concepts through Michigan State University professors, teaching methods and marketing literature based on the managerial school, which set the standards to other Brazilian Higher Education Institutions. We conclude that our marketing education is part of a family tree that mixes together English market practice, German methodology, and US Business Schools management. This historical legacy, absorbed mainly by EAESP, led the teaching of marketing towards the managerial model, disregarding other marketing frameworks.