(*)15 horas/aulas teóricas = 1 crédito 15 horas/aulas práticas = 1 crédito
U N I V E R S I D AD E F E D E R AL D E L AV R AS
P R Ó - R E I T O R I A D E P Ó S - G R A D U A Ç Ã O
COORDENADORIA DE PÓS-GRADUAÇÃO STRICTO SENSU
DISCIPLINA
Código Denominação Crédito(s) (*) Carga Horária
Teórica Prática Total
PAD831
Consumo, mercado e estratégia
4
60
60
DEPARTAMENTO
PROFESSOR(ES)
DAE
Daniel Carvalho de Rezende
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 _____/_____/_____ ________________________ Chefe do Departamento
Lavras,
___/___/___
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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