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. Consumo, mercado e estratégia

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(*)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,

___/___/___

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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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