{"id":3081,"date":"2023-08-04T16:12:13","date_gmt":"2023-08-04T19:12:13","guid":{"rendered":"https:\/\/emprad.org.br\/2025\/?page_id=3081"},"modified":"2025-05-05T19:09:46","modified_gmt":"2025-05-05T22:09:46","slug":"marketing","status":"publish","type":"page","link":"https:\/\/emprad.org.br\/2025\/areas\/marketing\/","title":{"rendered":"Marketing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"3081\" class=\"elementor elementor-3081\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7c2015f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7c2015f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b8239a0\" data-id=\"b8239a0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-84fb4d9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"84fb4d9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-7252168\" data-id=\"7252168\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b6f2068 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"b6f2068\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/emprad.org.br\/2025\/wp-content\/uploads\/sites\/18\/elementor\/thumbs\/Flavia-Luzia-Oliveira-da-Cunha-rnt2r6hsl6mejlnzaz5qjricwyayk7q5mu5dfbgoko.png\" title=\"_Flavia Luzia Oliveira da Cunha\" alt=\"_Flavia Luzia Oliveira da Cunha\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-0a99b59\" data-id=\"0a99b59\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9fe8f04 elementor-widget elementor-widget-text-editor\" data-id=\"9fe8f04\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Coordenadora<\/strong><\/p><p><strong>Profa. Dra. Flavia Luzia Oliveira da Cunha Galindo<\/strong><\/p><p><a href=\"http:\/\/lattes.cnpq.br\/6473625072239932\">Lattes<\/a><\/p><p><em>UFRRJ<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-f5f09ac elementor-widget-divider--separator-type-pattern elementor-widget-divider--no-spacing elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"f5f09ac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\" style=\"--divider-pattern-url: url(&quot;data:image\/svg+xml,%3Csvg xmlns=&#039;http:\/\/www.w3.org\/2000\/svg&#039; preserveAspectRatio=&#039;xMidYMid meet&#039; overflow=&#039;visible&#039; height=&#039;100%&#039; viewBox=&#039;0 0 120 26&#039; fill=&#039;black&#039; stroke=&#039;none&#039;%3E%3Cpolygon points=&#039;0,14.4 0,21 11.5,12.4 21.3,20 30.4,11.1 40.3,20 51,12.4 60.6,20 69.6,11.1 79.3,20 90.1,12.4 99.6,20 109.7,11.1 120,21 120,14.4 109.7,5 99.6,13 90.1,5 79.3,14.5 71,5.7 60.6,12.4 51,5 40.3,14.5 31.1,5 21.3,13 11.5,5 \t&#039;\/%3E%3C\/svg%3E&quot;);\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83b2a9d elementor-widget elementor-widget-heading\" data-id=\"83b2a9d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Temas<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65e0fa2 elementor-widget elementor-widget-accordion\" data-id=\"65e0fa2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"accordion.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1061\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-1061\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Comportamento do Consumidor<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1061\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-1061\"><div style=\"display: flex;\">\n<div style=\"flex-direction: column;\"><img decoding=\"async\" style=\"margin: 0 15px; width: 100px;\" src=\"http:\/\/servicosweb.cnpq.br\/wspessoa\/servletrecuperafoto?tipo=1&#038;id=K4235473T3\" \/><\/div>\n<div style=\"flex-direction: column; margin: 0 25px;\">\n<div style=\"flex-direction: column;\"><strong>Prof. Dr. Ricardo Limongi Fran\u00e7a Coelho<\/strong><\/div>\n<div style=\"flex-direction: column;\"><a href=\"http:\/\/lattes.cnpq.br\/9466882455242939\" target=\"_blank\" rel=\"noopener\">Lattes<\/a><\/div>\n<div style=\"flex-direction: column;\">\n<div class=\"vc_row wpb_row vc_inner vc_row-fluid\">\n<div class=\"wpb_column vc_column_container vc_col-sm-8\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n\n<em>Programa de P\u00f3s Gradua\u00e7\u00e3o em Administra\u00e7\u00e3o e MBA em Marketing Estrat\u00e9gico da UFG<\/em>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex;\">\n<div style=\"flex-direction: column;\"><img decoding=\"async\" style=\"margin: 0 15px; width: 100px;\" src=\"https:\/\/files.cercomp.ufg.br\/weby\/up\/1254\/o\/ig_%286%29-1.PNG\" \/><\/div>\n<div style=\"flex-direction: column; margin: 0 30px;\">\n<div style=\"flex-direction: column;\"><strong>Profa. Dra. Renata Andreoni Barboza<\/strong><\/div>\n<div style=\"flex-direction: column;\"><a href=\"http:\/\/lattes.cnpq.br\/5592680996924897\" target=\"_blank\" rel=\"noopener\">Lattes<\/a><\/div>\n<div style=\"flex-direction: column;\"><em>Ibmec-RJ<\/em><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div class=\"wpb_accordion_section group\">\n<div id=\"ui-id-2\" class=\"wpb_accordion_content ui-accordion-content vc_clearfix ui-corner-bottom ui-helper-reset ui-widget-content ui-accordion-content-active\" role=\"tabpanel\" aria-labelledby=\"ui-id-1\" aria-hidden=\"false\">\n<div class=\"vc_row wpb_row vc_inner vc_row-fluid\">\n<div class=\"wpb_column vc_column_container vc_col-sm-8\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n\nCompreende os assuntos:\n<ul>\n \t<li>Processos de sele\u00e7\u00e3o, compra, uso e descarte de produtos, servi\u00e7os, ideias e experi\u00eancias<\/li>\n \t<li>Antecedentes e consequentes do comportamento do consumidor<\/li>\n \t<li>Perspectivas socioculturais do consumo<\/li>\n \t<li>Jornada do consumidor<\/li>\n \t<li>Processos de julgamento e decis\u00e3o do consumidor<\/li>\n \t<li>Atividades de marketing e vulnerabilidade do consumidor<\/li>\n \t<li>Tomada de decis\u00e3o de consumo e bem-estar<\/li>\n \t<li>Estudos no \u00e2mbito da Consumer Culture Theory (CCT)<\/li>\n \t<li>Comportamento do consumidor e marketing no mundo digital<\/li>\n \t<li>Marketing Analytics<\/li>\n \t<li>Outras abordagens multidisciplinares sobre comportamento do consumidor e marketing<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1062\" class=\"elementor-tab-title\" data-tab=\"2\" role=\"button\" aria-controls=\"elementor-tab-content-1062\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Marketing e Sociedade<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1062\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"region\" aria-labelledby=\"elementor-tab-title-1062\"><div style=\"display: flex;\">\n<div style=\"flex-direction: column;\"><img decoding=\"async\" style=\"margin: 0 25px; width: 100px;\" src=\"https:\/\/emprad.org.br\/2025\/wp-content\/uploads\/2023\/08\/Bruna-Lima.png\" \/><\/div>\n<div style=\"flex-direction: column; margin: 0 35px;\">\n<div style=\"flex-direction: column;\"><strong>Profa. Dra. Bruna Lourena de Lima Dantas<\/strong><\/div>\n<div style=\"flex-direction: column;\"><a href=\"http:\/\/lattes.cnpq.br\/2008743465694884\">Lattes<\/a><\/div>\n<div style=\"flex-direction: column;\">Programa de P\u00f3s-Gradua\u00e7\u00e3o em Administra\u00e7\u00e3o da Universidade Federal da Para\u00edba (PPGA-UFPB)<\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex;\">\n<div style=\"flex-direction: column;\"><img decoding=\"async\" style=\"margin: 0 25px; width: 100px;\" src=\"https:\/\/emprad.org.br\/2025\/wp-content\/uploads\/2023\/08\/Thiago_assuncao.png\" \/><\/div>\n<div style=\"flex-direction: column; margin: 0 20px;\">\n<div><strong>Prof. Dr. Thiago Assun\u00e7\u00e3o de Moraes<\/strong><\/div>\n<div><a href=\"http:\/\/lattes.cnpq.br\/2797726419811015\" target=\"_blank\" rel=\"noopener\">Lattes<\/a><\/div>\n<div style=\"flex-direction: column;\"><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div class=\"wpb_accordion_section group\">\n<div id=\"ui-id-4\" class=\"wpb_accordion_content ui-accordion-content vc_clearfix ui-corner-bottom ui-helper-reset ui-widget-content ui-accordion-content-active\" role=\"tabpanel\" aria-labelledby=\"ui-id-3\" aria-hidden=\"false\">\n<div class=\"vc_row wpb_row vc_inner vc_row-fluid\">\n<div class=\"wpb_column vc_column_container vc_col-sm-8\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n\nCompreende os assuntos:\n<ul>\n \t<li>Macromarketing, marketing ambiental e social.<\/li>\n \t<li>Transformative Consumer\/Service Research (TCR\/TSR)<\/li>\n \t<li>Marketing cr\u00edtico, rela\u00e7\u00f5es de poder e domina\u00e7\u00e3o, decolonialidade e p\u00f3s-colonialismo<\/li>\n \t<li>Consumerismo, consumo como ativismo, resist\u00eancia e a\u00e7\u00e3o pol\u00edtica<\/li>\n \t<li>Quest\u00f5es de g\u00eanero e identidades estigmatizadas<\/li>\n \t<li>Marketing ligado ao setor p\u00fablico e ao setor sem fins lucrativos<\/li>\n \t<li>Responsabilidades sociais e ambientais das marcas, e ativismo de marca<\/li>\n \t<li>Marketing, processos institucionais e mercados<\/li>\n \t<li>Marketing especializado (varejo, educacional, religioso, pol\u00edtico, para a sa\u00fade, da moda e do luxo, entre outras especializa\u00e7\u00f5es)<\/li>\n \t<li>Impactos da pandemia do COVID-19 no marketing<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1063\" class=\"elementor-tab-title\" data-tab=\"3\" role=\"button\" aria-controls=\"elementor-tab-content-1063\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Estrat\u00e9gia e Inova\u00e7\u00e3o em Marketing<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1063\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"region\" aria-labelledby=\"elementor-tab-title-1063\"><div style=\"display: flex;\"><div style=\"flex-direction: column;\"><img decoding=\"async\" style=\"margin: 0 17px; width: 100px;\" src=\"https:\/\/emprad.org.br\/2025\/wp-content\/uploads\/2023\/08\/flavio.png\" \/><\/div><div style=\"flex-direction: column; margin: 0 35px;\"><div style=\"flex-direction: column;\"><strong>Prof. Dr. Flavio Santino Bizarrias<\/strong><br \/><a href=\"http:\/\/lattes.cnpq.br\/1785231272545956\" target=\"_blank\" rel=\"noopener\">Lattes<\/a><\/div><div style=\"flex-direction: column;\"><em>Professor do Programa de Pos-gradua\u00e7\u00e3o em Gest\u00e3o de Projetos (PPGP) da Universidade Nove de Julho (Uninove)<br \/><\/em><\/div><div>\u00a0<\/div><\/div><\/div><div style=\"display: flex;\"><div style=\"flex-direction: column;\"><img decoding=\"async\" style=\"margin: 0 25px; width: 100px;\" src=\"https:\/\/emprad.org.br\/2025\/wp-content\/uploads\/2023\/08\/jussara.jpg\" \/><\/div><div style=\"flex-direction: column; margin: 0 35px;\"><div style=\"flex-direction: column;\"><strong>Profa. Msc. Profa. Jussara Cucato<\/strong><br \/><a href=\"http:\/\/lattes.cnpq.br\/4666002695688684\" target=\"_blank\" rel=\"noopener\">Lattes<\/a><\/div><div style=\"flex-direction: column;\"><em>Professora assistente nas disciplinas: Fundamentos do Comportamento do Consumidor e Comportamento do Consumidor Internacional da ESPM<\/em><\/div><div>\u00a0<\/div><\/div><\/div><div class=\"wpb_accordion_section group\"><div id=\"ui-id-2\" class=\"wpb_accordion_content ui-accordion-content vc_clearfix ui-corner-bottom ui-helper-reset ui-widget-content ui-accordion-content-active\" role=\"tabpanel\" aria-labelledby=\"ui-id-1\" aria-hidden=\"false\"><div class=\"vc_row wpb_row vc_inner vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-8\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column wpb_content_element \"><div class=\"wpb_wrapper\"><p>Compreende os assuntos:<\/p><ul><li>Estrat\u00e9gia e gest\u00e3o do composto de marketing<\/li><li>Inova\u00e7\u00e3o em marketing, difus\u00e3o e ado\u00e7\u00e3o de inova\u00e7\u00f5es e tecnologias<\/li><li>L\u00f3gica Dominada por Servi\u00e7o (LDS), servi\u00e7os e bem-estar, cocria\u00e7\u00e3o de valor e ecossistemas de servi\u00e7os<\/li><li>Marcas e gest\u00e3o de marcas, brand equity, branding e arquiteturas de marcas<\/li><li>Rela\u00e7\u00e3o empresa-cliente e entre consumidores e marcas<\/li><li>Tecnologia, intelig\u00eancia artificial e data science aplicados ao marketing, plataformas e redes sociais digitais, e-commerce e ominicanalidade<\/li><li>Estrat\u00e9gias nacionais e globais de marketing<\/li><li>Marketing de lugar e marca de lugar, desenvolvimento e impactos locais<\/li><li>Outras perspectivas em marketing e inova\u00e7\u00e3o<\/li><\/ul><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Coordenadora Profa. Dra. Flavia Luzia Oliveira da Cunha Galindo Lattes UFRRJ Temas Comportamento do Consumidor Prof. Dr. Ricardo Limongi Fran\u00e7a Coelho Lattes Programa de P\u00f3s Gradua\u00e7\u00e3o em Administra\u00e7\u00e3o e MBA em Marketing Estrat\u00e9gico da UFG Profa. Dra. Renata Andreoni Barboza Lattes Ibmec-RJ Compreende os assuntos: Processos de sele\u00e7\u00e3o, compra, uso e descarte de produtos, servi\u00e7os,&#8230;<\/p>\n","protected":false},"author":3,"featured_media":0,"parent":2962,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"inline_featured_image":false,"footnotes":""},"class_list":["post-3081","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing - Emprad 2025<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/emprad.org.br\/2025\/areas\/marketing\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing - Emprad 2025\" \/>\n<meta property=\"og:description\" content=\"Coordenadora Profa. Dra. Flavia Luzia Oliveira da Cunha Galindo Lattes UFRRJ Temas Comportamento do Consumidor Prof. Dr. Ricardo Limongi Fran\u00e7a Coelho Lattes Programa de P\u00f3s Gradua\u00e7\u00e3o em Administra\u00e7\u00e3o e MBA em Marketing Estrat\u00e9gico da UFG Profa. Dra. 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