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The training of management students in Brazil is centered on managerial aspects of marketing and, because of this, graduates seem unable to cope with the complexity of the marketing systems. Thus, the present research sought to incorporate experimentally the social marketing contents within the discipline of marketing administration in the undergraduate degree in administration, in order to analyze their contributions in the formation of the students. For this, the research took place in two distinct stages, first, a social marketing seminar was conducted within the discipline of marketing administration, and then to focus groups in order to obtain a comparison between the dimensions proposed by Bernadinelli and Sauberbron (2017) for the training of the administrator. At the end of the research, it was concluded that social marketing teaching provided students with a better understanding of marketing as a broad-based science, significantly reducing the separation between marketing and society and the stakeholder roles that make up the market.

Contribuições do Marketing Social na Formação do Administrador