Faculdade zumbi dos palmares case study of racial integration in the advertising area

Abstract

The decade of 2000 was marked, in Brazil, by changes of the government policies of expansion of the higher education; the accessibility of the low-income population and concomitantly, the discussions of racial quotas and the increase of self-declared blacks in the country. In this scenario, the first Brazilian educational institution to implement racial quotas was created, allocating 50% of its vacancies to students who declare themselves to be black: Zumbi dos Palmares College. Its first courses were implemented to enable the inclusion of blacks in strategic spaces of society, one of them being communication. This essay describes the process of structural changes implemented during the creation and consolidation of the course and how concepts of innovative ambience were decisive in the development strategies of this educational product to guarantee differential and competitive advantage for trainees to compete in a highly competitive sector.