Dean’s Office for Graduate
and Research Studies
CNPq
CERTIFIED
RESEARCH
GROUPS
BRAZILIAN MNEs
OBSERVATORY
OFFICE FOR
PROJECT AND
RESEARCH
SUPPORT
DEAN’S OFFICE
FOR GRADUATE
AND RESEARCH
STUDIES
CONSUMER
BEHAVIOUR
REFERENCE
CENTRE
PhD AND MASTER
OF SCIENCE
IN COMMUNICATION
AND CONSUMER
PRACTICES
MScIM – MASTER
OF SCIENCE IN
INTERNATIONAL
MANAGEMENT
CENTRE FOR
ADVANCED
STUDIES
ESPM MEDIA LAB
Dean’s Office for Graduate
and Research Studies
The Dean’s Office for Graduate and Research Studies of ESPM
(PRPPG) is part of the Academic Vice-Presidency and aims
to foster and support research studies. It comprises a Research
Project office that links both faculty and student research and
the government funding agencies and several research centers:
ESPM Media Lab, CAEPM, Center of Brazilian Multinationals
and Reference Center of Consumer Behavior. In coordination
with local units, it also monitors the Graduate Programs.
The Graduate Programs maintain several CNPq – certified
research groups, which can be found on the respective
websites of the programs.
The Research and Graduate Studies Dean is Prof.
Dr. Marcos Amatucci, also MScIM researcher and professor.
Dr. Marcos Amatucci
[email protected]
Office for Project and research support
It comprises the office that links both faculty and student
research and the government funding agencies such
as CAPES, CNPq, FAPESP, FAPERJ and FAPERGS.
The Graduate Programs maintain several CNPq – certified
research groups, which can be found on the respective
websites of the programs.
CNPq certified research groups
•Theory and practices in the journalism in Rio Grande do Sul
•Group of studies on knowledge management, specialized
language processing and technology
•New power centers and South-South coalitions
•Communication, consumer and entertainment
•Studies on international management strategy
•Sustainable transition in the automotive industry
•Communication and consumer: education and citizenship
•Acts - communication and consumer: studies on
reception and ethics
•NICO - communication, narratives and images of consumer
•Consumption and sociability
•Communication, speeches and poetics in consumer
•Studies on international management marketing
Graduate Programs
PhD in Communication and
Consumer Practices
Master of Science in
Communication and
Consumer Practices
The ESPM PhD and Master of Science in Communication
and Consumer Practices (PPGCOM) was launched
in 2006, through its Academic Master Course. It aims to train
high level professors, researchers and extensionists with
national and international scope of work, who can
be responsible for conducting and leading researches,
education and guidance in Communication.
Rigorous recruiting process, intensive daily research and
consistent investment in the consolidation of our investigative
feature are the pillars that rule the dynamic of our work and
guide the quality of our teaching staff and students in major
national and international scientific forums. There is a perfect
integration between Lines of Research, syllabus structure,
CNPq Groups, and research projects, in which teaching staff
and advisees are evenly distributed.
Differential and approach
This is the first and only Brazilian PPGCOM entirely dedicated
to the study of the interface between communication and
consumption, and resulting relations. Problematizing the
historically established relationship between the dynamics
of communication, media and consumption, in their material
and symbolic aspects, means thinking over a theme of
complexity that entwines the structural dimensions of society
to the most mundane and ordinary experiences of our lives.
The concept of consumption, seized from the peculiar
perspective of communication, became a strategic place
to inquire about the emergence of a new reflexivity in current
socio-cultural life.
Lines of research
Receiving processes and socio-cultural
contexts articulated to consumption
Communication/consumption in the scope of reception
and macro-social contexts: education; generational and
class issues; visibility, technicalities and show; power and
engagement actions in media and consumption culture.
Logic of production and media strategies
articulated to consumption
Communication/consumption in the scope of production and
media strategies: work representations; entertainment and
digitization of culture; production-related poetic, its speeches
and concreteness; media dynamic, identity and difference.
Certified research groups
ATOS - Communication and consumption:
studies of reception and ethics
Based on the centrality of inquiries about ethics in the present
time, ATOS proposes to think over the relations and tensions
between the movement of corporate speeches and their uses
and appropriations by communities in socio-historical contexts,
covering meaning attribution processes of media
and concreteness texts.
Professors: Isabel Orofino and Luiz Peres
Communication, consumption and entertainment
The centrality of media processes these days relates to the
entertainment industry and its markets. The connections
between communication, consumption and entertainment
have expanded thanks to digital and media culture.
Under the debate triggered by studies on communication,
culture and consumption, this group aims to discuss the logic
of entertainment industry, attentive to its dynamic and formats,
processes of production, circulation and memory.
Professors: Gisela Castro and Mônica Ferrari Nunes
Communication, speeches and consumption-related poetic
The contemporary scenario of mediatization and intensification
of the phenomenon of consumption highlights the emergence
of speeches and new modes of symbolic production
of meaning. From the perspective of the logical production
of consumption speeches and of the poetry that makes it,
the research group investigates the processes and strategies
of speech and poetic construction of media communication
(regardless of medium and technological support) in the
contemporary consumption system.
Professors: Tânia Hoff and João Carrascoza
Publications
CMC Journal
The journal Communication, Media and Consumption
(published since 2004 and since 2009 classified by Qualis
system as B1 in the area of Applied Social Sciences I),
publishes high level academic research, nationally and
internationally. Since 2012, it includes, in the digital format,
a trilingual version (Portuguese/Spanish/English) of its theme
dossier. It is indexed in seven databases in scientific journals
portals: Revcom, Latindex, IBICT/Seer, Sumarios.org, LivRe,
EBSCO and Univerciência.
Communication and consumption:
education and citizenship
The objective of this Group is to think over consumption,
seen as a set of goods and practices involving the definition
of positions in social relations. So, the group considers the
education background of a consumer and citizen individual,
able to participate in society in a critical way, able to build
a new historical variable. The contemporary socio-historical
scenery requires that consumption be worked on its citizenship
dimension, considering the emergence of new ways
of perceiving, feeling and knowing.
Professors: Maria Aparecida Baccega and Márcia Tondato
Event
COMUNICON
The International Conference on Communication and
Consumption - COMUNICON - articulates International
Symposium and Work Groups Meeting. Benchmark in the
academic field, it is a space for discussing communication
and consumption, in their multiple interfaces. Observing the
distinct and dialogical centers of production and reception,
it adds investigation of media strategies, social contexts
and demands that mobilize different agents of the civil society
in their everyday experiences.
NICO - Communication, narratives and images
of consumption
NICO’s objects and themes of research comprise the analysis
of narrative and image dimensions that characterize the
cultures of consumption, and make it through an essentially
communicative perspective. Historicize the production of
narratives and images of consumption and, on the other hand,
ascertain narratives and images that subjects produce about
this universe is a fundamental way for the studies focused on
distinguishing theoretically consumption of consumerism.
Professors: Rose de Melo Rocha and Vander Casaqui
Contacts
Rose de Melo Rocha – PPGCOM Coordinator
Rossana Orte – Program Secretary
[email protected]
www.espm.br/ppgcom
+55 11 5085-4638 | 4689
Master of Science in
International Management
The ESPM Master of Science in International
Management (MScIM) in São Paulo is an academic
graduate program in business administration
acknowledged by CAPES (Brazilian Federal Agency for
Support and Evaluation of Graduate Education).
Specially designed for those interested in MA degree
in business administration, the course prepares students
to become professors, develop researches and studies
and lasts two years. During this period, the student will
attend a minimum of 12 subjects, including 6 compulsory
and 6 elective subjects, also fulfilling the credits granted
by the development of the thesis, totaling 390 hours.
Classes start in March and take place on two afternoons
per week, from 2 pm to 6:30 pm. In addition to classes,
the student fulfills hours of reading, participates in advisory
meetings and events sponsored by the course.
Lines of research
MScIM has two lines of research: Strategy in international
management and Marketing in international management.
Strategy in international management
This line of research involves studies and researches
that include the strategies of internationalization of
companies, as well as the study of the strategy adopted
by companies already internationalized, comprising:
planning and structuring of international functions,
role and strategy of the subsidiaries, relationship between
subsidiaries and parent company, elements of competitiveness
of multinational companies, internationalization process
and evolution of the international organization, and strategy
of multinational companies in connection
with activities such as innovation and sustainability.
Marketing in international management
This line of research focuses on studies and researches
aimed at building knowledge related to the international
dimension of marketing, comprising: marketing management
in foreign and Brazilian multinational companies, transfer
of knowledge in multinational companies, consumer
behavior in different countries and cultures, building
Brazil brand and how it impacts marketing activities, and
marketing management in key international sectors such
as international agribusiness, franchise and retail.
Professors and the study conducted
Strategy and innovation in foreign subsidiaries
Analyzes innovation strategies of foreign subsidiaries
of multinational corporations aiming to add value.
Professor: Felipe M. Borini
Economic analysis of international direct
investments in infrastructure
Examines the flow of foreign direct investment in the
infrastructure sector and regulated industries, based on
established theories for international businesses.
Professor: Frederico A. Turolla
Competitiveness of Brazilian industries
Evaluates the factors that contribute to or hinder
the international competitiveness of small and
medium size Brazilian companies in export.
Professor: Ilan Avrichir
Studies on business modeling and simulation
Uses techniques of mathematical modeling and
computer simulation to develop models aimed
to understand the phenomena of marketing and
management in the global environment.
Professor: Júlio C. Bastos de Figueiredo
Innovation and sustainability in the
automotive industry and mobility
Studies the trends of sustainability and innovation in the
automotive industry. Included in the innovation and technology
management, part of the administration focused on the
study of sustainable innovation and mobility systems.
Professor: Marcos Amatucci
Internationalization of higher education
Investigates the process of internationalization of
higher education, prioritizing: variations assumed by
internationalization when involving mobility of people,
courses, programs, and institutions/organizations.
Professor: Manolita C. Lima
Marketing and strategy in agribusiness,
retail and franchises
Evaluates the influence of the corporate environment and
the individual and organizational consumer behavior in
the national and international context in these sectors.
Professor: Eduardo E. Spers
Virtual networks: an investigation of social networks
applied to virtual environment, in the international scope
Scans probable relations between social relationships
and their influence on consumer preferences
both in physical and virtual environments.
Professor: George Bedinelli Ross
Behavior of consumers in the base of the pyramid
Explores the influences of consumer societies on the behavior
and attitudes of consumers in the base of the pyramid.
Professor: Mateus C. Ponchio
Marketing management in the international context
Scans management practices used by
marketing areas in national and multinational
companies upon their internationalization.
Professor: Thelma V. Rocha
Brands in the international environment
Studies the development of Brazilian brands abroad,
country brands and country image focused on consumer.
Professor: Vivian I. Strehlau
Publications
Internext Journal
Internext, ESPM electronic journal of international
business, was launched in 2006 as a tool for academic
discussion on issues related to the development
of international management in Brazil.
The journal aims to leverage research publications and
related thinking, providing specific room for researchers,
professors, graduate and postgraduate students interested
in this theme. The journal is reviewed by Qualis system.
Periodicity – every six months
ISSN – 1980-4865
E-Journal – http://internext.espm.br
Event
Symposium
The International Symposium on Business Administration
and Marketing is an annual event, sponsored by ESPM since
2006, aiming to bring together entrepreneurs and scholars to
discuss issues related to the internationalization of companies.
The ESPM Conference on Business Administration occurs
simultaneously with the Symposium and is an international
event with call for papers, double-blind review assessment
(two doctors evaluate without knowing authorship)
and presentation of paper in discussion sessions.
More information at: www.espm.br/simposioespm
Contacts
Thelma V. Rocha – MScIM Coordinator
Rossana Orte - Program Secretary
[email protected]
www.espm.br/pmgi
+55 11 5085-4638 | 4689
Research Centres attached to the Dean’s Office
CAEPM
The ESPM Centre for Advanced Studies (CAEPM) has the mission to promote innovation-driven state-of-the-art knowledge.
It carries out activities that prioritize major areas of interest for ESPM, namely, Communication, Management, Marketing and
Consumption, linked to the Business Administration, Social Communication, Journalism, Design, and International Relations
programs. Its main characteristic is the constant dialogue with the various areas of the School to set forth action plans
and principles compatible with the present and the future of the institution.
Brief Background
CAEPM was created in April 2005. In 2006, it went through
an experimental stage and, in 2007, it began operating
with routines based on production and dissemination
of knowledge. In 2009, the Center created its own
research agenda and, starting 2013, it will strengthen
the bond with the interests of Undergraduate courses
including among its research areas thematic projects
focused on subjects considered strategic by ESPM.
Activities
The activities carried out by CAEPM are divided into
production and dissemination of knowledge.
Production of Knowledge
CAEPM aims to conduct researches that are in the forefront
of knowledge and are able to identify gaps and overcome
the existing contributions in the areas of interest of ESPM.
The research agenda is determined by two mechanisms:
Internal Submission
Call for papers open to professors of all ESPM courses,
based on the criteria of project consistency and priority
themes defined by biennium. Ongoing researches in 2012:
•Brazilian corporate stability and advertising
investments: 1997-2010
•Extension of online collaborative bilingual glossary
(English/Portuguese) based on international relations corpus
•Perception and behavior of consumer related to beauty
and body esthetics of women aged 50 to 65
•Logistics Lab: testing the pedagogic aspects
and strategies for inventories centralization
•Test of model of antecedents and consequences
of consumer confidence in service exchange
with mild and severe consequences
Own Agenda
Scientific and technical projects conducted by CAEPM
staff and visiting professors, prioritizing fund raising with
development institutions and private sector. Starting 2013,
CAEPM will kick off the Theme Projects, conducted
in teams, talking with the interests of various sectors
and of the three ESPM units. Ongoing projects in 2012:
•Dictionary of Schools, Theories and
Authors of Communication
•Sustainability Indicators for Communication
Agencies (ABAP/ESPM)
•Young ESPM Study / Make History with your story
Dissemination of Knowledge
CAEPM promotes the dialogue with
market and society through:
•Participation of researchers in national and
international academic meetings, as well as activities
organized by companies and institutions
•Print and electronic publications - books,
journals, proceedings, etc.
•Organization of events such as lectures, courses and
conferences. Highlighting the visiting lecturers program,
the International Symposia of Business Administration
and Marketing (held annually since 2006) and the ESPM
Cycles of Communication and Marketing (conducted
biennially since 2005, formerly called ESPM Meetings)
Structure and staff
CAEPM features flexibility and dialogue as key organizational
characteristics, aiming to stimulate the research culture within
ESPM. It has national scope and its team is formed by Director
Ricardo Camargo Zagallo (ESPM-SP), Research Coordinators
Veranise Dubeux (ESPM-Rio) and Fábio Hansen (ESPM-South),
assistant Berenice Araújo, researchers and trainees. It still
counts on a Scientific Committee with representatives from
all courses and units of the School that helps to set research
priorities and select projects to be supported by the Center.
[email protected]
www.espm.br/caepm
+55 11 5085-4592
ESPM MEDIA LAB
The ESPM Media Lab is a laboratory that investigates, through basic and applied research, the main
transformations in contemporary communication and digital culture, focusing on Media, Entertainment,
Design, and Artistic Interventions (M.E.D.I.A.). It produces and disseminates knowledge for the training of
teachers, students and market professionals, while it is also a language testing center for new media.
Lines of research
New media and new languages
This area is designed, as the name implies, to study and
investigate new emerging media and languages, from
technological innovations and uses made by different
stakeholders in the field of contemporary communication
practices. Its main focus is to explore the concepts of
media arrangements and environments (Pereira, 2009)
of the projects to be designed and carried out.
Fundraising for scientific projects and
technological development
Based on the experience of the laboratory itself, which
has studied for about a year the federal laws to stimulate
innovation and technological development (Lei do Bem,
Manual Frascati, Oslo, etc.), this center aims to train and
help professors, students and partners wishing to establish
any kind of business eligible for the incentive laws related
to fundraising for projects focused on innovation and
scientific development, currently available in Brazil.
Social media and networks
Dedicated to study and investigate the so-called social
media and networks, known as digital social areas such
as Orkut, Facebook, Twitter, blogs and the like. The key
objective of this research center is to understand the
logic, practices and characteristics of the social and
communication dynamics in the different digital areas that
gather different audiences, brands and institutions.
Theoretical and empirical studies in contemporary media
The main goal of this center is to ensure a place for
theoretical work on the major transformations that media
and communication practices face nowadays. In this
sense, this center wants to ensure a set of studies and
researches that can continuously feed the ESPM Media
Lab with the most consistent and innovative thinking about
media and communication in contemporary society.
Multisensory communication
The objective of this center is to study and investigate
languages and media that explicitly use multisensory
languages. The interest here, as objects of study, lies
on both game consoles that run from the user’s body
movements, multisensory logos and trademarks,
such as the ones proposed from the perspective of
Brandsense (Lindstrom, 2005), media environments for
communication in events that attract a specific audience
(i.e. Nós Digitais meetings), interactive POP, etc.
Ongoing researches
•New languages for online journalism and digital storytelling
•Discursive performances, relationship and engagement
of brands and audiences in social networking sites
•Yearbook of marketing cases in social networks
•Technologies and methodologies for distance
training and distance learning
Visual and sound expressions
The objective of tis center is to study sound and visual
expressions in order to seize the new audiovisual codes
emerging in new media – such as games, cell phones, readers,
website pages, musical trends like the Japanese noise, or
visual trends like digital graffiti, among others – and at the same
time equip the lab with different types of audiovisual materials
(videos, photos, audio, images, drawings, flash animations,
etc.) for the different products and proposals of the lab.
Media and education
The purpose of this center is to study new tools and
technologies for classroom learning and distance learning,
considering the deep cognitive changes the undergraduate
and graduate students have experienced after the arrival of
the digital culture. Thus, tools used by the School such as
Blackboard, corporate websites, intranet, smartphones, etc.,
may be objects of critical inquiry, seeking to better understand
the cognitive dynamics that such tools can elicit and/or inhibit.
Sponsors
The ESPM Media Lab seeks sponsors from
different sectors of society in order to strengthen
the bond between market and academia.
Sponsors can propose research projects and have access
to all the studies conducted among other counterparts.
The lab is open to requests for further researches.
Partnerships
The ESPM Media Lab has an agreement with the University
Complutense of Madrid (UCM) and has partnerships with several
other institutions and organizations within and outside Brazil.
Contacts
Vinícius Pereira - ESPM Media Lab Director
Beatriz Polivanov - ESPM Media Lab Coordinator
[email protected]
medialab.espm.br
+55 11 5085-6755
Consumer Behaviour
Reference Centre
The Consumer Behaviour Reference Centre gathers professors
from several areas around research and publications on the
subject. It is equipped with research laboratories in
São Paulo unit with dedicated software, eye-tracking devices,
and operates in conjunction with the ESPM Media Lab and with
the ESPM Retail Lab to promote contexts and environments
suitable for a wide range of research with real consumers.
Brazilian MNEs Observatory
The ESPM Brazilian MNEs Observatory is an international scientific research center
that focuses on the study of the internationalization of Brazilian businesses.
Mission: “Be a center of academic excellence in mapping and disseminating information
on Brazilian investments abroad.”
Lines of research
Profile of Brazilian multinational enterprises
Aims to monitor Brazilian investments abroad in
various competitive sectors such as: primary/
extractive, manufacturing and services sector.
Internationalization of Brazilian franchises
Studies the process of internationalization of
Brazilian franchises, its drivers and challenges.
Intercultural management
Seeks to understand issues related to the Brazilian
management style within the scope of international
business and the different aspects of people
management in Brazilian multinational companies.
Global innovation
Investigates the process of creation and transfer of
innovation in Brazilian companies internationalized
and the factors that influence this dynamics.
Partnerships
The Brazilian MNEs Observatory builds many research
partnerships for the implementation of its investigations.
It currently has an agreement with the University
of São Paulo (FEA/USP) and has partnerships with
researchers and organizations in Brazil and abroad.
Sponsors
Sponsors can propose research projects and have access
to all the studies conducted, among other counterparts.
The Brazilian MNEs Observatory is open
to requests for further researches.
Contact
Gabriel Vouga Chueke – Observatory Coordinator
[email protected]
www.observatorio.espm.br
+55 11 5085-4509
+55 11 5085-4584
R. Dr. Álvaro Alvim, 123
Bloco C – Sala C404 - Vila Mariana
04018-010 - São Paulo – SP
Brazil