Campus Manaus Centro
URI permanente desta comunidadehttps://ri.ifam.edu.br/handle/4321/8
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Outro DT na publicidade: uma proposta de ensino-aprendizagem para o desenvolvimento de projetos publicitários com Design Thinking: guia didático para professores(2018-12-04) Souza, Amarinildo Osório de; Mendonça, Andréa Pereira; Mendonça, Andréa Pereira; http://lattes.cnpq.br/0938462047218130; Mendonça, Andréa Pereira; http://lattes.cnpq.br/0938462047218130; Azevedo, Rosa Oliveira Marins; http://lattes.cnpq.br/3056605003492861; Pacheco, Almir de Souza; http://lattes.cnpq.br/9497811380342629In this work, we report the adoption of Desing Thinking (DT) in Education, contextualized in the real context of the classroom, with a teaching-learning proposal that integrates DT into the development of advertising projects, considering as public target undergraduate students in Marketing and Advertising. The proposal and the materials that integrate it were organized in the format of a Didactic Guide for undergraduate professors in Marketing and Advertising. The objective of this material is to gather and make available the materials and resources for the application of the proposal in the classroom, as well as to provide a set of orientations, from the perspective of the teacher and the student, enabling the replication and generation of other related experiences in their respective teaching contexts. The Guide includes the detailing of the teaching-learning proposal, with teaching and teaching planning, as well as other didactic resources: learning guides (to guide the face-to-face and autonomous study), advertising projects (guidelines and examples of how they can be organized ) and rubrics (used as evaluation tools). The material was organized in three main units: the first one, with a theoretical foundation on DT, including the discussion of some initial concepts, presentation of phases, values and tools characteristic of this approach; the second comprises the detailing and resources of the teaching-learning proposal, with a set of guidelines for teachers and students on how to conduct the application; the third and final unit is the detailing of four (04) advertising projects developed through Design Thinking, based on a practical experience that we carried out during a Master dissertation work. We believe that the Guide can help teachers in the area to replicate the experience through the materials and resources available and, in addition, the construction course, the theoretical foundation and the experiences described can serve as a guide to compose other proposals aimed at teaching Marketing and Advertising and related areas.Dissertação Design thinking na publicidade: uma proposta de ensino-aprendizagem para estudantes de graduação(2018-12-04) Souza, Amarinildo Osório de; Mendonça, Andréa Pereira; http://lattes.cnpq.br/0938462047218130; Mendonça, Andréa Pereira; http://lattes.cnpq.br/0938462047218130A; Azevedo, Rosa Oliveira Marins; http://lattes.cnpq.br/3056605003492861; Pacheco, Almir de Souza; http://lattes.cnpq.br/9497811380342629This work consists of a teaching-learning proposal for the development of advertising projects with Design Thinking (DT), aimed at undergraduate students in Marketing and Advertising. DT is used in the business world for innovation, research and development of products and services in different applications, being an emerging theme in other areas of knowledge, such as education, where it has also been used for different purposes. It is an approach that follows a process organized in phases, based on a culture of values and tools that make it possible to understand a problem from different perspectives and to generate projects in which the main focus is people. In this research, the general objective was to evaluate the application of Design Thinking in the development of advertising projects, specifically as it relates to improvements in information gathering, idea generation and solution building, considering students of a Superior Course in Technology in Advertising Production (CSTPP). It is a qualitative research that adopted as a research strategy the action research to organize the methodological procedures by means of three (03) steps (planning, implementation and evaluation), having as instruments of data collection: questionnaires, field diary and the publicity projects constructed with the participants. The teaching-learning proposal was applied in the form of an extension course, in February 2018, combining activities of face-to-face and autonomous study on the fundamentals, phases, values and tools of the DT. The participant students, selected through a public notice, were 15 (fifteen) students of the Superior Course of Technology in Advertising Production (CSTPP) of the Federal Institute of Education, Science and Technology of Amazonas - Manaus Campus Center. Organized in teams, the participant students, under the guidance of the researcher-participant, developed four (04) advertising projects through the three phases of the DT: immersion, ideation and prototyping. These projects were evaluated through a set of criteria organized in rubrics, thus establishing the level of participant students performance, difficulties and improvements observed during each phase. The results showed that DT improved the skills for information gathering, generation of ideas and validation of projects, through prototyping and feedback´s colect. However, it pointed to the immersion phase as the one in which the participant students had greater difficulty of execution, besides limitations verified in the management of the collaborative work in team and autonomous study. Synthetic thinking is a point to be verified in future studies, in order to better understand these limitations and to promote notes that can improve this ability for students and professionals of Marketing and Advertising. As a result of this research, an educational product was organized, a Teaching Guide under the title "DT in Advertising: a teaching-learning proposal for the development of advertising projects with Design Thinking", which includes the detailing of the teaching-learning proposal, didactic resources and a set of guidelines that helps teachers and students in the area of Marketing and Advertising for the replication of said proposal in their teaching contexts.