Resumo: A formação do professor universitário tem sido entendida, por força da tradição e ratificada pela legislação, como atinente aos saberes do conteúdo de ensino. Ser docente no ensino superior, no entanto, não é apenas uma questão de domínio de conteúdo. A prática pedagógica de ensino é complexa e contextualizada. Com esse entendimento, procurar-se-á, neste ensaio acadêmico, argumentar em favor da importância da formação pedagógica do professor universitário buscando subsídios na área da educação para desenvolver o argumento. Assim, o objetivo é conhecer como a formação pedagógica do professor universitário é tratada pela legislação e pela literatura acadêmica.

No abstract

Studies on the interaction between company and consumer during the process of purchase involve complex situations that are too diffi cult to be understood by quantitative research. As a result, qualitative approach has gained a growing space in recent marketing research. A good example of it is ethnography, an approach that has been used in the studies about consumer behaviour. Hence, the objective of this study is to discuss ethnography along with another qualitative approach, grounded theory, as methodologies of research in relationship 101 • ETNOGRAFIA E GROUNDED THEORY NA PESQUISA DE MARKETING DE RELACIONAMENTO... • CLÉRIA DONIZETE S. LOURENÇO • PATRÍCIA APARECIDA FERREIRA • ALEXANDRE REIS ROSAmarketing in the consumer market (RMC) capable of grasping the internal dynamics of this phenomenon. The discussion is on how the use of these approaches can contribute for the scientifi c advancement of the RMC area and the conclusion is that its use is adequate as these research approaches, by focusing on subjective aspects, have the potential of revelling why consumers and companies involve themselves in exchange relationships.

In recent years, the theme of organizational symbolism assumed increasing importance in the administration. Within this approach, concepts are related to the founding myth and organizational culture. The founder has a key role in the process of shaping the cultural patterns of an organization and after his death it can be transformed into a myth. In this study, we sought to identify the meaning of death of the founder to organizational actors as well as understanding the changes in labor relations after his death. For this purpose, we used the qualitative research method of case study, in-depth interviews and content analysis. It was observed that the history of an organization carries much of the history of its founder. It was also found that the meaning of death of the founder for the actors involved a series of organizational changes that resulted in a break with the values and principles advocated by him.