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Abstract(s)
Nos dias de hoje existe uma grande urgência em transformar e inovar. A educação precisa
de acompanhar as transformações, para que os discentes se tornem agentes da mudança. É
necessário criar-lhes oportunidades, para que desenvolvam características de modo a
impulsionarem a humanidade em direção ao futuro.
Neste sentido, a presente dissertação sugere a metodologia de Design Thinking como base
de um modelo de reestruturação da educação superior em marketing. Para tal, primeiro
analisamos como se desenvolveu, os seus principais métodos, ferramentas e características,
para se entender a mais-valia que pode acrescentar a esta temática. Partindo depois para a
sua ligação com a inovação, que será utlizada como base para a sua aplicação na educação.
Após a avaliação dos principais desafios do ensino e a necessidade de inovação do ensino
superior, apresenta-se, então, uma análise da fusão da mentalidade de Design Thinking com
a educação em marketing.
O objetivo desta dissertação passa não só por dar a conhecer uma nova mentalidade,
inovadora e disruptiva para a educação, como por aplicar um modelo de medição da
autoconsciência da mentalidade de Design Thinking dos discentes de marketing do ensino
superior, a fim de avaliar se estes conhecem o Design Thinking e se possuem capacidades
de inovação e desenvolvimento por meio desta abordagem.
Esta investigação comprovou que, apesar desta metodologia ser ainda uma abordagem pouco
conhecida entre os discentes de marketing, a sua aplicação afigura-se exequível devido à
predisposição da mentalidade dos mesmos, confirmada pelos dados recolhidos e analisados.
Nowadays there is an increasing urgency for innovation and transformation. Education must follow and adapt to the world’s developments allowing students to lead future progress. The pace at which the world is changing has increased over the years and this trend is not expected to change soon. Education will be the key to unlock further growth by providing students with the required toll set to drive humanity towards a better future. This master’s thesis applies Design Thinking as a methodology for the redesign of the Marketing higher education degree. An initial analysis of the Design Thinking methodology is made looking at its history, the principle methods applied, and the tools and characteristics adopted so a deep understanding can be obtained of the potential brought by its addition to this field. Furthermore, the connection between Design Thinking and innovation will also be evaluated to understand its application to education. Once the main challenges and innovation requirements for higher education degrees are understood a thorough analysis will be presented on how Design Thinking can improve education in the marketing sector. The aim of this thesis project goes beyond commenting the innovative insights brought by Design Thinking to education. A practical case study was also conducted to evaluate marketing student’s awareness of the concepts that make the Design Thinking mentality. This case study aims to understand how well marketing students know the concept of Design Thinking and how capable are them to innovate when applying these tolls. Overall, it was possible to conclude that Design Thinking is still an unfamiliar concept to students. However, due to their mentality, its adoption is expected to be well accepted among scholars.
Nowadays there is an increasing urgency for innovation and transformation. Education must follow and adapt to the world’s developments allowing students to lead future progress. The pace at which the world is changing has increased over the years and this trend is not expected to change soon. Education will be the key to unlock further growth by providing students with the required toll set to drive humanity towards a better future. This master’s thesis applies Design Thinking as a methodology for the redesign of the Marketing higher education degree. An initial analysis of the Design Thinking methodology is made looking at its history, the principle methods applied, and the tools and characteristics adopted so a deep understanding can be obtained of the potential brought by its addition to this field. Furthermore, the connection between Design Thinking and innovation will also be evaluated to understand its application to education. Once the main challenges and innovation requirements for higher education degrees are understood a thorough analysis will be presented on how Design Thinking can improve education in the marketing sector. The aim of this thesis project goes beyond commenting the innovative insights brought by Design Thinking to education. A practical case study was also conducted to evaluate marketing student’s awareness of the concepts that make the Design Thinking mentality. This case study aims to understand how well marketing students know the concept of Design Thinking and how capable are them to innovate when applying these tolls. Overall, it was possible to conclude that Design Thinking is still an unfamiliar concept to students. However, due to their mentality, its adoption is expected to be well accepted among scholars.
Description
Keywords
Design Thinking Ensino Superior Inovação Mentalidade Marketing Higher Education Innovation Mentality