UNIVERSIDADE FEDERAL DE LAVR AS
PRÓ-REITORIA DE PÓS-GRADUAÇÃO
COORDENADORIA DE PÓS-GRADUAÇÃO STRICTOSENSU
DISCIPLINA
Código
Denominação
Consumo, mercado e estratégia
Carga Horária
Crédito(s)
(*)
Teórica Prática
Total
4
60
60
PAD831
DEPARTAMENTO
PROFESSOR(ES)
Daniel Carvalho de Rezende
DAE
EMENTA: (Síntese do Conteúdo)
O objetivo da disciplina é promover uma análise aprofundada das principais correntes teóricas para análise de
mercados e consumo no campo do Marketing e Comportamento do Consumidor, com uma perspectiva
histórico-evolutiva que resgata as origens teóricas a fim de compreender o estado da arte atual da área,
permitindo uma avaliação crítica dos potenciais e limitações das diversas teorias.
ASSINATURA(S):
__________________________________________________
__________________________________________________
__________________________________________________
__________________________________________________
Aprovado na Assembléia Departamental em _____/_____/_____
Lavras, ___/___/___
(*)15 horas/aulas teóricas = 1 crédito
15 horas/aulas práticas = 1 crédito
________________________
Chefe do Departamento
CONTEÚDO PROGRAMÁTICO
1 – Teoria da Cultura do Consumo (TCC)
1.1 – Histórico da TCC
1.2 – Consumo simbólico
2- Consumo, materialismo e extensão do self
2.1 – Teoria materialista
2.2 – Funcionalidade e consumo
2.3 – Consumo, identidade e extensão do self
3- Ética e consumo
3.1 – Aspectos políticos do consumo
3.2 – Anti-consumo, consumo consciente e simplicidade voluntária
4. Consumo, politica e dominação
4.1 – A sociedade do consumo
4.2 – Poder, consumo e alienação
5. Consumo e distinção
5.1 – Consumo de status
5.2 – Consumo e classe social
6. Marketing experiencial
6.1 – Hedonismo, romantismo e consumo
6.2 – Consumo de experiências
7. Analise de mercados utilizando a teoria ator-rede
7.1 – Reconectando marketing e mercados
7.2 – Teoria ator-rede
8. Teorias da prática
8.1 – Conceitos de prática
8.2 – O consumo no dia-a-dia e as rotinas
9. Co-criação de valor
9.1 – Conceitos de valor
9.2 – Lealdade e co-criação de valor
10. Elaboração de modelos
10.1 – Modelagem em estudos de consumo
10.2 - Análise de equações estruturais
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