Capacitação docente baseada no letramento em marketing: resultados de uma pesquisa

Abstract

This article presents the methodology and the results of a research aiming to define and understand teacher’s opinions on a development course on Marketing Literacy, in order to verify the acceptance of the course and its impacts on the professional development of the participants. The course, lectured to four classes between 2016 and 2017, aimed to raise the participants’ awareness to the modern complexity and importance of consumption and to the marketing communication, in its multiple formats, contents, and media. The course also aimed to transform these contents into educational practices via reading and writing activities, to contribute to the development of critical readers-consumers at schools. Thirtythree students of this course answered to questionnaires and the analyses of these answers revealed that they considered the didactic approach positive and the topic as important and relevant.