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Advisor(s)
Abstract(s)
A internet tem alterado progressivamente o modo como as empresas funcionam e atuam no
mercado. Fenómenos como o comércio eletrónico, a publicidade online e as redes sociais têm
gerado mudanças acentuadas nas marcas, nos consumidores e nas relações que estabelecem entre
si. Durante décadas, os cursos superiores de marketing e de comunicação, prepararam os alunos
para um modelo de empresa tradicional, através de modelos conceptuais clássicos. Porém, o rápido
avanço dos canais digitais introduziu neste sistema um fator crítico: estarão os atuais curricula das
licenciaturas em marketing e comunicação adequados aos cenários digitais? Estarão as unidades
curriculares a preparar os futuros profissionais para dimensão digital nas quais interagem marcas e
consumidores? Mais do que responder de forma definitiva a estas perguntas, este estudo procura
aprofundar a temática através da análise de conteúdo de um conjunto de curricula de licenciaturas
em marketing e comunicação em Portugal. Em concreto é analisada uma amostra de planos de
estudos e saídas profissionais de diversas instituições de ensino superior, procurando identificar a
presença de conteúdos relacionados com o marketing digital e a comunicação na web. Com base
nos resultados obtidos são sugeridas algumas investigações e medidas relacionadas com a
adequação dos curricula académicos aos desafios digitais.
The internet has progressively changed the way companies operate in the marketplace. Phenomena such as e-commerce, online advertising and social networks have generated changes in brands, consumers and the relationships they establish with each other. For decades, marketing and communication academic degrees have prepared students for a traditional business model through classical conceptual courses. However, the rapid advance of the digital channels introduced in this system a critical factor: are the present curricula of the degrees of Marketing and Communication adequate to the digital scenarios? Are the academic courses preparing future professionals for the digital dimension in which brands and consumers interact? More than answering definitively these questions, this study seeks to deepen the subject by analyzing the content of a set of curricula of degrees in Marketing and Communication in Portugal. In particular, a sample of study plans and professional profiles of several higher education institutions is analyzed, trying to identify the presence of contents related to digital marketing and communication on the web. Based on the results obtained, some research and measures related to the adequacy of academic curricula to digital challenges are suggested.
The internet has progressively changed the way companies operate in the marketplace. Phenomena such as e-commerce, online advertising and social networks have generated changes in brands, consumers and the relationships they establish with each other. For decades, marketing and communication academic degrees have prepared students for a traditional business model through classical conceptual courses. However, the rapid advance of the digital channels introduced in this system a critical factor: are the present curricula of the degrees of Marketing and Communication adequate to the digital scenarios? Are the academic courses preparing future professionals for the digital dimension in which brands and consumers interact? More than answering definitively these questions, this study seeks to deepen the subject by analyzing the content of a set of curricula of degrees in Marketing and Communication in Portugal. In particular, a sample of study plans and professional profiles of several higher education institutions is analyzed, trying to identify the presence of contents related to digital marketing and communication on the web. Based on the results obtained, some research and measures related to the adequacy of academic curricula to digital challenges are suggested.
Description
Keywords
Marketing digital Comunicação digital Ensino superior Curriculum de licenciatura Unidade curricular Digital marketing Digital communication Higher education Bachelor's degree curriculum Curricular unit
Citation
Cardoso, P., Veríssimo, J., & Correia, M.R. (2019). A presença do digital nos curricula das licenciaturas de marketing e comunicação em Portugal. In M. Peralbo, A. Risso, A. Barca-Lozano, B. Silva, L.S. Almeida, & J.-C. Brenlla-Blanco (eds.) Libro de atas XV Congreso Internacional Gallego-Portugués de Psicopedagogía / II Congreso de la Asociación Científica Internacional de Psicopedagogía, A Coruña, Facultade de Ciencias da Educación, 4-6 de septiembre de 2019 (pp. 3610-3623). http://hdl.handle.net/2183/23486 [Acedido em dezembro 11, 2020].
Publisher
Universidade da Coruña