Aplicações do marketing na cultura: estratégias de captação e fidelização de públicos: o caso do cinema-Teatro Joaquim d'Almeida (Montijo)

RESUMO: O presente trabalho salienta a importância da aplicação do Marketing às instituições culturais, nomeadamente como veículo de captação e fidelização de públicos. Nesse sentido, foi estudado o Cinema-Teatro Joaquim d’Almeida, no Montijo, tendo sido realizada uma análise mais geral da programação, comunicação e públicos desde a sua reabertura em 2005 como equipamento cultural municipal e uma análise mais aprofundada da última temporada do mesmo, correspondente ao ano de 2009-2010. Pretende-se assim com este trabalho salientar a importância da aplicação do marketing à cultura através da investigação do objecto de estudo supracitado e consequente análise e sugestão de estratégias para melhoria da relação entre a referida instituição e os seus públicos. O marketing revela-se assim essencial para a construção desse relacionamento, satisfazendo cada vez mais os consumidores e simultaneamente beneficiando a instituição. ABSTRACT: This thesis intends to point out the importance of the use of marketing in cultural institutions, particularly as a medium of audiences’ attraction and loyalty building. In that sense, we studied Cinema-Teatro Joaquim d’Almeida, in Montijo. We proceeded at a general analysis of the programming, communication and audiences since it opened to public as a municipal cultural infrastructure. We proceeded at a more detailed analysis of the last season, in the year 2009-2010. Then it was elaborated a theoretical investigation about Portugal’s cultural environment and the general applications of marketing at culture and services. Later we continued the analysis of the case study, regarding the documentation supplied by this cultural institution. It was also developed a marketing research about the audiences of the Theater in order to understand their general opinion about its offers and services. With this procedure, we intended to suggest a set of marketing strategies to improve the relationship between the institution and its audiences, in order to delight even more the consumers and simultaneously to benefit the institution.

Profiles of digital TV adopters in the switchover context in Portugal

In order to conduct a successful transition from analogue terrestrial television to full digital terrestrial television it is essential to identify what are the most significant drivers and barriers for adoption among the impacted population. Also importantly, it is to segment the population according with their attitudes towards digital TV, their awareness about the switchover process and intention of adopting digital TV, among other relevant topics. The tradition of profiles definition based on the adoption and rejection of innovations can be traced back to Beal & Bohlen, who proposed five categories of innovation adopters based on the time of adoption, with significant differences in selected personal and social characteristics: the innovators, the early adopters, the early majority, the majority and non-adopters. Later, Rogers would propose similar categories of adopters that became the standard for years to come: the innovators, the early adopters, the early majority, the late majority and the laggards. While helpful, these traditional innovation adopters’ profiles do not totally grasp the complexities of the adoption of an innovation such as digital TV, particularly in mandatory settings. In this paper we will propose a classification of adopters of digital TV in Portugal, based on the results of one of the four empirical studies of the research project ADOPT-DTV, namely, the quantitative inquiry administered to a representative sample of the Portuguese population. The paper will be concluded with a brief discussion of results and the enumeration of the next steps of the research project.

Drivers and barriers to digital television adoption in Portugal: the perspectives of the TV viewers and other main stakeholders

To understand what are the most significant factors for digital TV adoption by the Portuguese population in the switchover context is the main goal of the research project here presented. In April 26, 2012, the analogue terrestrial television switchoff is planned to occur in Portugal, according to the schedule published by the national telecommunication regulator Anacom. Digital terrestrial TV was launched in the country in April 2009, making Portugal one of the countries with a more ambitious schedule – or risky, depending on the perspective - for the full transition from analogue to digital terrestrial television. In this paper we will start by presenting the research project’s objectives, theoretical framework and research design. Next, we will present first results of the project focused on the barriers and drivers to digital TV adoption from two of the empirical studies which integrate it, namely, the quantitative inquiry administered to a representative sample of the Portuguese population and interviews with main stakeholders in the area of digital TV in Portugal. The perspectives of the television viewers are compared with other main stakeholders in this process. The paper will be concluded with a brief discussion of these results and a brief enumeration of next steps for the project.

Incentives and Barriers to the Adoption of Digital Terrestrial Television in Portugal: Perspectives of the stakeholders involved in the transition process

The success of the transition from analogical terrestrial television to digital terrestrial television – process also known as switch-over – requires the identification of barriers and drivers among the impacted population. Therefore, the study in which this article is based had as main purpose to understand exactly what are those barriers, in order to produce a valid contribution to the several decision makers, and to be able to contribute to a more inclusive television, accessible and transversal to the whole of the population. In that sense, one of the phases of the project consisted in several interviews to key stakeholders in the transition process, the results of which and subsequent recommendations are presented in this article.

Resposta das lideranças para a articulação curricular, do pré-escolar ao secundário, num Agrupamento de Escolas

As constantes evoluções da realidade social e consequentes exigências demandam à escola uma readaptação permanente e uma constante busca de sentido, na tentativa de adequação a novos públicos e a novos papéis. Partindo do pressuposto, que o objetivo central de qualquer organização escolar é o de preparar os seus alunos para uma plena e efetiva inserção na sociedade, cabe à mesma encontrar mecanismos que garantam as condições de sucesso a todos eles. Nesta lógica, uma vez que a ausência da articulação curricular pode constituir-se como um obstáculo ao sucesso educativo, coloca-se a seguinte questão: em que medida as lideranças dos agrupamentos verticais de escolas poderão contribuir para uma articulação curricular mais eficaz, do pré-escolar ao secundário? Conscientes desta problemática, apresentamos um trabalho de projeto, cuja abordagem temática se centra no papel que o diretor escolar pode ter na coordenação e liderança das estruturas de topo e intermedias, de forma a promover entre os vários departamentos, uma articulação curricular mais eficaz. A estrutura deste trabalho vai afunilando na construção de um projeto de intervenção destinado ao agrupamento, baseado na análise de conteúdo do relatório elaborado pela inspeção geral de educação (IGE), aquando da sua avaliação externa. Os resultados esperados sugerem que, o órgão de gestão de topo, na figura do diretor, desenvolva uma ação concertada e articulada com as estruturas intermédias, num caminho para o desenvolvimento de uma escola de qualidade com vista ao sucesso educativo.

The School of Museology Celje: regular, continuous, topical, quality form of education

At the School of Museology, a project with ten years of tradition, we carry out module-based programmes to educate and qualify different target audiences working in the filed of cultural heritage. Our development and realization of educational programmes and training courses directed at practical applicability, including life-long learning of adults, topic complementarity with related professional and scientific fields, connection with universities offering undergraduate and postgraduate studies of heritages, promotion of theoretical museological discourses raising awareness of the meaning of cultural heritage, firm placement in an international network of related institutions and promotion of international relations with special emphasis on neighbouring countries. We encourage project partnership and cooperate with different domestic and foreign associates in forming and carrying out programmes.