Mestrado em Administração

To introduce the student to the main techniques of multivariate quantitative analysis, stimulating students to add these quantitative approaches to their research problems, enabling them to search for and analyze information in a structured manner. To introduce the concepts and quantitative computational tools with their applications within the Management research field. Introduction to the concepts, techniques and tools of quantitative multivariate analysis. Multiple Regression. Statistical inference. Covariance analysis. Principal Component Analysis. Factor Analysis. Discriminant Analysis. Cluster Analysis. Structural Equation Modeling.

With the organization and offer of the first edition of the course Didactics of Higher Education, the Master of Business Administration reaffirms its commitment to contribute to the training of teacher-researchers in the area of International Management and reinforces its identity as an institution of higher education. With the support of selected authors and texts, the course will provide for the discussion of core themes in higher education, recovering theories and methodologies that favor reflection on teaching practice through the renewal of knowledge. Summary: The organization of the Brazilian higher education system. The theories of learning and the potential development of teaching activity. Teaching versus learning or teaching committed to learning. Teacher-centered and learner-centered education: merits, limitations and adaptations. (Active / significant) learning as a guide to the choice of teaching strategies. Reflections about young people and their presence in the classroom. Planning for the creation of learning situations: learning plans. The objectives of the course as an anchor for the design of the subject and the teaching and learning plan. The syllabus as an open work. Assessment and monitoring of learning as a means of perceiving the student's level of apprehension and guiding teaching mediation: reflections, conceptions and instruments.

Objetivos: Ao final do período o aluno deverá ser capaz de: Desenvolver pesquisas qualitativas utilizando diversos métodos e permitindo a replicabilidade do estudo. Demonstrar familiaridade com os principais métodos de pesquisa qualitativa utilizados na literatura da área de Administração. Ler e compreender artigos elaborados com métodos qualitativos. Elaborar a introdução e o item metodologia de um estudo qualitativo.

Conteúdo: Design de uma pesquisa qualitativa. Validade e confiabilidade em estudos qualitativos. Estruturação do item metodologia. Método de pesquisa Estudo de Casos. Método de pesquisa Focus Group. Método Laddering. Netnografia. Técnicas de tratamento e análise de dados qualitativos. Análise de conteúdo.

Objectives: At the end of the period, the student should be able to: differentiate the main epistemological currents, their dilemmas and limits; appropriate the philosophical foundations of scientific production and how they contribute to thinking about investigative practice today; and elaborate the relationship of the epistemological discussion with his/her own scientific exercise.

Content: Reason as the foundation of Modernity. The Problem of Induction in Hume and Popper. The crisis of Reason. Phenomenology and other epistemic paradigms. Experience, knowledge and meaning. Challenges of decolonial thought.

Objetivos: Ao final do período o aluno deverá ser capaz de: estruturar artigos acadêmicos visando à participação em Congressos Nacionais, Internacionais e periódicos de impacto. Serão abordados: características da escrita acadêmica; o planejamento do artigo; a estrutura do artigo; o sistema de avaliação e revisão por pares. Ao final, espera-se que os participantes consigam apresentar um poster ou artigo completo que atenda às exigências acadêmicas.

Conteúdo: Características da escrita acadêmica. O planejamento do artigo. A estrutura do artigo acadêmico. Título, resumo e palavras-chave. Introdução. Revisão da literatura, desenvolvimento conceitual e hipóteses/proposições. Metodologia. Resultados e discussão dos resultados. Considerações finais, contribuições sociais, acadêmicas e gerenciais. O sistema de revisão e avaliação por pares. Os aspectos da conduta ética na redação acadêmica e na produção de conhecimento.

The general objective of this course is to develop scientific and critical thinking in students, understanding knowledge as a function of the active activity of the human mind in contact with reality, and understanding the diversity of conceptions of what knowledge is and what reality is, especially social reality. Knowledge: possibilities, origin and essence. Paradigms of sociological thought and their main authors. Paradigms of the Philosophy of Science and its main authors. The Method. The false neutrality of techniques. Revolutions in scientific thought. The theories. Critical analysis of specific administrative theories.

At the end of the course the student should be able to: identify and examine the role of Marketing in society, describe and compare existing/avant models of Marketing in their economic, social and environmental aspects, evaluate the strategic value of managing relationships with stakeholders from a Marketing perspective, understand the impacts of sustainability on Marketing.

Objetivos: Ao final do período o aluno deverá ser capaz de elaborar um problema de pesquisa compreendendo o fenômeno do luxo no contexto da administração contemporânea com uma visão abrangente e crítica. Conteúdo: A evolução do conceito de luxo. O gerenciamento das marcas de luxo e masstige. Arte e luxo. Níveis de luxuosidade percebida e varejo. Extensão de marcas. Consumo conspícuo. Sinalização de status.

O objetivo desta disciplina é familiarizar os participantes aos principais conceitos e práticas utilizados no Método do Caso, de forma a habilitá-los na condução de debates, bem como na redação de casos e notas de ensino. Casos: estágios da aprendizagem, modelagem da complexidade e estrutura típica de casos e notas de ensino. Condução: implicações da infraestrutura física, tipologia de questões e uso do quadro. Planejamento: plano de aula, plano de quadro e blocos de discussão. Contrato pedagógico, preparação prévia do estudante e avaliação de aprendizagem: recursos e trade-offs. Checklists para seleção e redação de casos.

Brand management is an essential discipline in today’s dynamic and hypercompetitive business environment. In an era where consumer choices abound and marketplaces are saturated with options, the significance of effective brand management cannot be overstated. A brand is not merely a logo or a catchy slogan; it is the embodiment of a company’s identity, values, and promises to its customers. Successful brand management goes beyond creating a recognizable image; it fosters trust, loyalty, and emotional connections with consumers. This, in turn, can lead to increased market share, customer retention, and ultimately, sustainable business success. In today’s ever-changing and evolving world, understanding and harnessing the power of brand management is crucial for companies striving to thrive and stand out in the crowded global marketplace. This course will explore the many-sided of brand management, investigating its role in shaping consumer perception, influencing purchasing decisions, and ultimately, driving business growth and prosperity. Selected topics and research directions, such as destination branding, luxury branding, managing global and regional brands, etc., will be presented to students.

Esta disciplina será ministrada totalmente em inglês

This course covers how companies can use data to create stronger customer bonds. By completing the course, the participants will be able to build marketing and business strategy based on the data collected by the company and created by the customers. Furthermore, the participant can conduct customer segmentation and profiling methods to support marketing differentiation strategies. Moreover, participants get familiar with forecasting methods to predict customer behavior that contribute to creating effective retention programs, more profitable cross- and up-selling activities, reward programs, and recommendation systems. During the course, lectures, case discussions, and exercises support participants in learning how to create strong customer relationships.

Esta disciplina será ministrada totalmente em inglês

Mensuração em Ciências Sociais Aplicadas. Teoria Clássica dos Testes (TCT). Construtos, variáveis latentes e variáveis emergentes. Dimensionalidade de escalas. Confiabilidade da escala. Validade da escala. Diretrizes para o desenvolvimento de escalas. Análise Fatorial Exploratória. Análise Fatorial Confirmatória. Destruição de escalas. Indicadores dentro de uma escala. Desenvolvimento da versão final da escala. Teoria de Resposta ao Item (TRI).