Evolução do ensino de marketing: um breve histórico

Evolution of the teaching of marketing: a brief history

ARTIGOS

Evolução do ensino de marketing: um breve histórico

Evolution of the teaching of marketing: a brief history

Fátima Cristina Trindade Bacellar^I; Ana Akemi Ikeda^II

^IDoutora em Administração pela Faculdade de Economia, Administração e Contabilidade da Univer- sidade de São Paulo – FEA/USP. Professora sênior da Ecole de Management de Normandie – EMNormandie/França. Endereço: 25 Avenue de la République, 14800. Deauville/França. E-mail: [e-mail]

^IIDoutora em Marketing pela FEA/USP. Professora da FEA/USP. E-mail: [e-mail]

RESUMO

Com pouco mais de 100 anos de existência, a história do ensino de Marketing é muito rica e muito se pode aprender com as experiências de professores e alunos que nos antecederam. É importante voltar no tempo e observar como Marketing era visto e ensinado em sua origem e como isso evoluiu com o passar dos anos, sob o impacto das mudanças nos contextos social, político e econômico, chegando até o que hoje entendemos pela disciplina e, portanto, ensinamos a nossos alunos. Para a realização de tal exercício, foi feita uma revisão bibliográfica abrangendo publicações importantes da área. A história do ensino de Marketing é apresentada em quatro fases, desde quando os primeiros cursos começaram a ser oferecidos até os dias atuais. Conclui-se que esse esforço pode contribuir muito para a compreensão dos processos e problemas pelos quais passamos e, conseqüentemente, para uma reflexão sobre os caminhos a seguir no futuro.

Palavras-chave: Marketing. Ensino de Marketing. Evolução.

ABSTRACT

The history of marketing education is rich, spanning more than100 years, and much can be learned from teachers' and past students' experiences. It is important to go back in time and observe how marketing was originally seen and taught and how it has evolved with social, political, and economic changes. It is important to understand what we understand by marketing today and therefore how we convey the subject to our students. To do so, a literature review was made using the Journal of Marketing as the main focus, but other important publications in the area were also included. The history can be presented in 4 phases. Our findings can contribute to understanding the processes and problems that all marketing academics face and consequently help signal the route to follow in the future.

Keywords: Marketing. Marketing education. Evolution of Marketing Education.

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Artigo recebido em 10/07/2009

Última versão recebida em 12/11/2010

Artigo aprovado em 28/12/2010

Datas de Publicação

• Publicação nesta coleção
  19 Abr 2013
• Data do Fascículo
  Set 2011

Histórico

• Aceito
  28 Dez 2010
• Revisado
  12 Nov 2010
• Recebido
  10 Jul 2009