Detalhes bibliográficos
| Ano de defesa: |
2022 |
| Autor(a) principal: |
Longo, Leonardo Reis
 |
| Orientador(a): |
Cordeiro, Rafaela Almeida |
| Banca de defesa: |
Vasconcellos, Sílvio Luís de,
Freire, Otávio Bandeira De Lamônica |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
eng |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Comportamento do Consumidor
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Inglês: |
|
| Área do conhecimento CNPq: |
|
| Link de acesso: |
http://tede2.espm.br/handle/tede/636
|
Resumo: |
Digital transformation has changed businesses, customer experiences, and the way markets function. It has forced companies to undergo transformations that require technology skills that are still unknown, or poorly disseminated, by many professionals. The gap between the skills required by companies and those that professionals have is problematic and needs to be understood. In the Marketing area, there has been an effort by academics to update course curricula according to companies’ needs. However, there is a difference between the perceptions of marketing academics and managers about what digital transformation is and what skills are needed to implement them in companies, which can be a threat to entry-level marketing professionals, who need to be prepared for the new market demands. The objective of this dissertation is to develop a better understanding of the challenges on skills development aced by entry-level marketing professionals in the context of the digital transformation. This project draws on the concepts of digital transformation, marketing skills and an analysis of marketing teaching in higher education institutions. A qualitative approach was taken, using 50 interviews to gather the entry-level marketing professionals, marketing executive and course coordinator's points of view, followed by a secondary data analysis in order to triangulate the interview findings with the course's offerings and the findings of the literature review. This research presents prescriptive statements about how pedagogical approaches, resources and tools can be designed and developed. This aims at helping educators in creating and updating their courses to decrease the student’s challenges imposed by the digital transformation. |
