| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 530.66 KB | Adobe PDF |
Advisor(s)
Abstract(s)
As últimas décadas foram marcadas por um desenvolvimento acelerado da internet e de
tudo que ela abrange. As empresas mudaram ao nível da gestão de processos, da comercialização
de produtos e serviços, da comunicação e da relação com o consumidor. Os consumidores
adquiriram novos hábitos de consumo de media, ampliaram a possibilidade de partilhar a sua
opinião sobre as marcas e, acima de tudo, ganharam poder de tomar decisões mais informadas. E
as instituições de ensino superior? Têm acompanhado esta revolução do conhecimento e da
comunicação, dando aos seus alunos competências que lhes permitam responder aos desafios do
digital? Estarão os futuros profissionais de marketing e comunicação estratégica estão a ser
preparados para esta realidade? Este estudo aborda o modo como os cursos superiores destas áreas
estão a preparar os seus alunos para um mercado empresarial em constante mudança. A componente
empírica deste trabalho tem uma abordagem qualitativa, envolvendo um conjunto de entrevistas a
professores e profissionais, e uma análise de conteúdo das respetivas respostas. O resultado final
permite fazer um mapa atualizado sobre esta temática e, ao mesmo tempo, identificar estratégias
que permitam delinear uma melhor formação superior nestas áreas.
The last decades have been marked by an accelerated development of the internet and everything it covers. Companies have changed at the level of process management, marketing of products and services, communication and the relationship with the consumer. Consumers have acquired new media consumption habits, broadened their ability to share their views on brands and, above all, gained the power to make more informed decisions. And institutions of higher learning? Have you accompanied this revolution in knowledge and communication, giving your students skills that enable them to respond to the challenges of digital? Are future Marketing and Communication professionals being prepared for this reality?This study addresses how higher education courses in these areas are preparing students for an ever-changing business market. The empirical component of this work has a qualitative approach, involving a set of interviews with teachers and professionals, and a content analysis of the respective answers. The final result allows an up-to-date map on this subject and, at the same time, identify strategies that allow better delineation in these areas.
The last decades have been marked by an accelerated development of the internet and everything it covers. Companies have changed at the level of process management, marketing of products and services, communication and the relationship with the consumer. Consumers have acquired new media consumption habits, broadened their ability to share their views on brands and, above all, gained the power to make more informed decisions. And institutions of higher learning? Have you accompanied this revolution in knowledge and communication, giving your students skills that enable them to respond to the challenges of digital? Are future Marketing and Communication professionals being prepared for this reality?This study addresses how higher education courses in these areas are preparing students for an ever-changing business market. The empirical component of this work has a qualitative approach, involving a set of interviews with teachers and professionals, and a content analysis of the respective answers. The final result allows an up-to-date map on this subject and, at the same time, identify strategies that allow better delineation in these areas.
Description
Keywords
Marketing digital Comunicação digital Ensino superior Profissionais de marketing e comunicação Empresas de marketing Empresas de comunicação Digital marketing Digital communication Higher education Marketing and communication professionals Marketing companies Communication agencies
Citation
Cardoso, P., Veríssimo, J., & Correia, M.R. (2019). O ensino do Marketing e da Comunicação face aos desafios do digital: a perspetiva de professores e profissionais. 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. 3792-3804). http://hdl.handle.net/2183/23486 [Acedido em dezembro 11, 2020].
Publisher
Universidade da Coruña