Education Marketing: Visions and Domestication Practices in the Northeast Context De Marketing Educación: Visiones y domesticación Prácticas en Contexto noresteRESUMO O presente ensaio apresenta uma discussão sobre educação em Marketing considerando as perspectivas do Macromarketing, bem como a realização de processos de hibridização e/ou domesticação dos conceitos teóricos para melhor aplicação dos mesmos. Desenvolvemos o texto formulando ideias reflexivas e debates sobre o atual panorama da educação superior em cursos de bacharelado em Administração no que tange principalmente às disciplinas de Marketing. Consideramos que esse ensino não considera, em sua aplicação, questões fundamentais como contexto e cultura, sendo o mesmo voltado para disseminação de conceitos algumas vezes sem aplicabilidade em realidades como a do Nordeste brasileiro.Palavras-chave: Ensino de Administração. Domesticação. Macromarketing. ABSTRACTThe present essay brings a discussion on Marketing education, considering the Macromarketing perspective, as well as the processes of domestication and hybridization of theoretical concepts as relevant for their better application. We developed the text formulating reflective ideas and debates about the current panorama of university education, focusing the undergraduate Management courses and mainly the Marketing disciplines. We consider that, in Brazil, education in Management and Marketing does not consider adequately some fundamental questions related to the context and culture, since the main fundaments are based on ideas without applicability in realities such as the Brazilian Northeast one.
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