FACULDADES INTEGRADAS RIO BRANCO Morals and ethics Teacher Mario Sergio Cortella spoke to the Pedagogy course students about the role of each individual as an agent of social transformation. The philosopher addressed aspects related to the issue of moral and ethical confl icts, emphasizing that the education process is often mediated by confl ict, “because it is from a provocation of subjective nature that human beings discover themselves and evaluate their position about situations and events of their daily life”. Cortella invoked a sense of self-criticism and proactivity in the pursuit of dreams and personal and professional ideals. Paraphrasing French Enlightment philosopher Voltarie, he highlighted that the intelligence and intellectual capacity of an individual should be assessed by the number of uncertainties that he/she can deal with throughout his/her life. Mario Sergio Cortella The Political System of the People’s Republic of China In its inaugural class, the course of International advocates the consolidation of a democratic society Relations held a debate on the Political System of the based on trust, friendship and harmonious coexistence People’s Republic of China. between human beings and nature. On this occasion, Led by teachers who are specialists in Chinese culture, the course coordinator, Alexandre Uehara, reaffi rmed César Augusto Lambert de Azevedo and José Medeiros the importance of deepening the knowledge about the da Silva, the discussion brought to light themes related different aspects involving China, having in mind the to the country’s imperial history, its political ideology relevant role of its economy and its constant presence in and the “Harmonious Society” proposal, which foreign policy agendas. Marketing and Communication Management Speaking on Marketing and Communication to students of technological courses in Foreign Trade, Commercial Management and Marketing, a teacher from the São Paulo City Public University, Mitsuru Higuchi Yanaze, identifi ed marketing activity as a set of actions linked to a real marketing strategy, and not as isolated actions that reduce or simplify the activity’s scope and importance. With regards to correct marketing management, the speaker spoke about the advances in the theory and practice of the discipline, stressing out the importance of accurately determining the return on investments such as, for example, those made in communication. Referring to communication as an essential tool for marketing planning, he emphasized the need of having a good product, at an affordable price and an effi cient distribution in order to have something to Mitsuru Higuchi Yanaze share with the market. Annual Report 2010 39
Annual Report 2010
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