REVEALING AND UNDERSTANDING PROFESSOR-STUDENT RELATIONSHIP IN MARKETING

Authors

  • Ana Akemi Ikeda Universidade Federal de São Paulo
  • Fátima Cristina Trindade Bacellar Instituto Brasileiro de Mercado de Capitais

Abstract

Teaching profession challenges are huge and plentiful bringing pressure came from many sources. The aim of this study, exploratory and qualitative, is to raise the perspective of Marketing professors regarding the way they face their students at different levels: undergraduate and graduated students. The method of data collection was individual in-depth interviews and the method for works conduction and data analysis was the grounded theory. The study concludes that those who teach to all levels tend to prefer master/doctoral students followed by students of college level. At the same time, there is a negative reaction to the way professor evaluations are made and presented to students, although the practice itself is approved by the interviewees. Finally, grounded from interviewees' reports, the implementation of Marketing philosophy and concepts into the classroom is suggested.

KEYWORDS: Marketing; Professors; Students; Learning; Grounded theory.

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Author Biographies

Ana Akemi Ikeda, Universidade Federal de São Paulo

Professora Doutora e Livre-Docente em Marketing da Faculdade de Economia, Administração e Contabilidade da Universidade Federal de São Paulo (FEA-USP).

Fátima Cristina Trindade Bacellar, Instituto Brasileiro de Mercado de Capitais

Professora Doutora em Marketing pela Faculdade de Economia, Administração e Contabilidade da Universidade Federal de São Paulo (FEA-USP). Professora de Marketing do IBMEC/RJ.

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Published

2008-11-13

Issue

Vol. 9 No. 5 (2008)

Section

Presentation

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