A relevância da comunicação integrada no web marketing: estudo de um caso prático

Dissertação de Mestrado apresentada ao Instituto Superior de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Marketing Digital, sob orientação do Prof. Paulo Alexandre Pires

Uso do QR no marketing digital: a perspetiva do utilizador português

Dissertação de Mestrado apresentada ao Instituto de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Marketing Digital, sob orientação de Doutor José Freitas Santos

Comunicação de marketing: estudo de caso: ISCAP

O tema de investigação que será abordado neste trabalho incidirá sobre a Comunicação de Marketing. Com este trabalho pretende-se demonstrar o conceito de Comunicação de Marketing, quais os seus objetivos e se realmente a sua aplicação nas Instituições de Ensino Superior Público é bem utilizada, e se está identificada. Tendo em atenção a existência de uma vasta oferta formativa no ensino superior politécnico e universitário, público e privado, pretende-se com este trabalho demonstrar a importância da definição de estratégia na área da comunicação de marketing.

O Impacto da comunicação de marketing no sucesso das organizações: caso de estudo da CBRE

Dissertação apresentada ao Instituto Superior de Contabilidade e Administração do Porto para a obtenção do Grau de Mestre em Assessoria de Administração

Marketing e imagem: o caso do Hospital de Santa Maria - Porto

O sector da saúde ocupa, actualmente, um espaço muito visível na nossa sociedade, quer seja em termos económicos como sociais. Os utentes têm alterado as suas atitudes, tendo vindo a preocupar-se e a exigir cada vez mais dos serviços de saúde. Estas mudanças têm conduzido as Organizações a desenvolver serviços mais orientados para o marketing. Desta forma, reconhece-se a importância dessa avaliação como forma de aumentar os níveis de satisfação dos utentes e da eficiência organizacional. A estratégia de Marketing, passa pela escolha dos mercados alvo, da sua posição competitiva face aos seus concorrentes, que permita atender os seus utentes. Neste contexto, o Marketing poderá desempenhar um papel preponderante na rentabilidade e competitividade das Organizações, pelo que se achou pertinente desenvolver as estratégias de Marketing numa Instituição Privada de Saúde. Assim, no âmbito do 2º. Ano de Mestrado de Gestão das Organizações, ramo Unidades de Saúde, foi realizado um estágio na área do Marketing e Imagem, que teve lugar no Hospital de Santa Maria – Porto. Assim, com este relatório pretende-se reflectir sobre as actividades desenvolvidas, desde a conceptualização à realização das mesmas, e o seu impacto na Organização e, simultaneamente, disponibilizar um instrumento de avaliação da Unidade Curricular.

DITRANS - a multi-agent system for integrated diagnosis of power transformers

This paper describes the development and the implementation of a multi-agent system for integrated diagnosis of power transformers. The system is divided in layers which contain a number of agents performing different functions. The social ability and cooperation between the agents lead to the final diagnosis and to other relevant conclusions through integrating various monitoring technologies, diagnostic methods and data sources, such as the dissolved gas analysis.

An integrated approach for distributed energy resource short term scheduling in smart grids considering realistic power system simulation

The large increase of distributed energy resources, including distributed generation, storage systems and demand response, especially in distribution networks, makes the management of the available resources a more complex and crucial process. With wind based generation gaining relevance, in terms of the generation mix, the fact that wind forecasting accuracy rapidly drops with the increase of the forecast anticipation time requires to undertake short-term and very short-term re-scheduling so the final implemented solution enables the lowest possible operation costs. This paper proposes a methodology for energy resource scheduling in smart grids, considering day ahead, hour ahead and five minutes ahead scheduling. The short-term scheduling, undertaken five minutes ahead, takes advantage of the high accuracy of the very-short term wind forecasting providing the user with more efficient scheduling solutions. The proposed method uses a Genetic Algorithm based approach for optimization that is able to cope with the hard execution time constraint of short-term scheduling. Realistic power system simulation, based on PSCAD , is used to validate the obtained solutions. The paper includes a case study with a 33 bus distribution network with high penetration of distributed energy resources implemented in PSCAD .

Particle swarm optimization applied to integrated demand response resources scheduling

The concept of demand response has a growing importance in the context of the future power systems. Demand response can be seen as a resource like distributed generation, storage, electric vehicles, etc. All these resources require the existence of an infrastructure able to give players the means to operate and use them in an efficient way. This infrastructure implements in practice the smart grid concept, and should accommodate a large number of diverse types of players in the context of a competitive business environment. In this paper, demand response is optimally scheduled jointly with other resources such as distributed generation units and the energy provided by the electricity market, minimizing the operation costs from the point of view of a virtual power player, who manages these resources and supplies the aggregated consumers. The optimal schedule is obtained using two approaches based on particle swarm optimization (with and without mutation) which are compared with a deterministic approach that is used as a reference methodology. A case study with two scenarios implemented in DemSi, a demand Response simulator developed by the authors, evidences the advantages of the use of the proposed particle swarm approaches.

An integrated system to support electricity tariff contract definition

This paper presents an integrated system that helps both retail companies and electricity consumers on the definition of the best retail contracts and tariffs. This integrated system is composed by a Decision Support System (DSS) based on a Consumer Characterization Framework (CCF). The CCF is based on data mining techniques, applied to obtain useful knowledge about electricity consumers from large amounts of consumption data. This knowledge is acquired following an innovative and systematic approach able to identify different consumers’ classes, represented by a load profile, and its characterization using decision trees. The framework generates inputs to use in the knowledge base and in the database of the DSS. The rule sets derived from the decision trees are integrated in the knowledge base of the DSS. The load profiles together with the information about contracts and electricity prices form the database of the DSS. This DSS is able to perform the classification of different consumers, present its load profile and test different electricity tariffs and contracts. The final outputs of the DSS are a comparative economic analysis between different contracts and advice about the most economic contract to each consumer class. The presentation of the DSS is completed with an application example using a real data base of consumers from the Portuguese distribution company.

Marketing social e gestão de voluntários em ONG's

Este trabalho apresenta um projecto de investigação que relaciona a área do marketing social com a gestão do voluntariado em ONG’s. Trata-se de uma primeira reflexão que contextualiza a problemática da gestão de pessoas não remuneradas nessas organizações e introduz diversas questões sobre a gestão das ONG’s e do voluntariado. Nomeadamente, qual o papel do voluntariado nas ONG’s e quais as principais motivações associadas ao voluntariado? Como é que as ONG’s podem recrutar e seduzir de forma eficaz o voluntariado? Qual a particularidade do comportamento organizacional nestas organizações, como, por exemplo, que conflitos surgem entre os corpos profissionalizados e os voluntários nessas organizações?

Causa Maior – um modelo a seguir? Marketing e responsabilidade social

O presente artigo debruça-se sobre os conceitos de responsabilidade social e marketing, dando especial enfoque ao marketing relacionado a causas, servindo o sector lucrativo e não lucrativo. Focaliza-se a análise na campanha e projecto CAUSA MAIOR uma iniciativa do Modelo e Cruz Vermelha Portuguesa, com três anos de existência, dirigido a diversas franjas da população. Este é um projecto socialmente responsável por visar combater o isolamento e a exclusão social numa categoria demográfica especialmente frágil - os seniores, materializando-se em cirurgias, equipamentos ortopédicos de apoio, entre outros. O CAUSA MAIOR teve acções de marketing fortíssimas com vista à promoção do seu produto solidário, para isso recorreu à associação a figuras públicas, parceria com uma estação televisiva, surgimento em programas televisivos, de tal forma que o projecto per si garantiu a continuidade do mesmo e inputs muito importantes para a Cruz Vermelha Portuguesa.

Strawberries from integrated pest management and organic farming: phenolic composition and antioxidant properties

Consumer awareness, pesticide and fertilizer contaminations and environmental concerns have resulted in significant demand for organically grown farm produce. Consumption of berries has become popular among health-conscious consumers due to the high levels of valuable antioxidants, such as anthocyanins and other phenolic compounds. The present study evaluated the influence that organic farming (OF) and integrated pest management (IPM) practise exert on the total phenolic content in 22 strawberry samples from four varieties. Postharvest performance of OF and IPM strawberries grown in the same area in the centre of Portugal and harvested at the same maturity stage were compared. Chemical profiles (phenolic compounds) were determined with the aid of HPLC-DAD/MS. Total phenolic content was higher for OF strawberry extracts. This study showed that the main differences in bioactive phytochemicals between organically and IPM grown strawberries concerned their anthocyanin levels. Organically grown strawberries were significantly higher in antioxidant activity than were the IPM strawberries, as measured by DPPH and FRAP assays.

Pesticide residues in Portuguese strawberries grown in 2009–2010 using integrated pest management and organic farming

Pesticides are among the most widely used chemicals in the world. Because of the widespread use of agricultural chemicals in food production, people are exposed to low levels of pesticide residues through their diets. Scientists do not yet have a total understanding of the health effects of these pesticide residues. This work aims to determine differences in terms of pesticide residue content in Portuguese strawberries grown using different agriculture practices. The Quick, Easy, Cheap, Effective, Rugged, and Safe sample preparation method was conducted and shown to have good performance for multiclass pesticides extraction in strawberries. The screening of 25 pesticides residue was performed by gas chromatography–tandem mass spectrometry. In quantitative validation, acceptable performances were achieved with recoveries of 70–120 and <12 % residual standard deviation for 25 pesticides. Good linearity was obtained for all the target compounds, with highly satisfactory repeatability. The limits of detection were in the range of 0.1–28 μg/kg. The method was applied to analyze strawberry samples from organic and integrated pest management (IPM) practices harvested in 2009–2010. The results showed the presence of fludioxonil, bifenthrin, mepanipyrim, tolylfluanid, cyprodinil, tetraconazole, and malathion when using IPM below the maximum residue levels.

Organochlorine pesticide residues in strawberries from integrated pest management and organic farming

A rapid, specific, and sensitive method based on theQuick Easy Cheap Effective Rugged and Safe (QuEChERS) method and a cleanup using dispersive solid-phase extraction with MgSO4, PSA, and C18 sorbents has been developed for the routine analysis of 14 pesticides in strawberries. The analyses were performed by three different analytical methodologies: gas chromatography (GC) with electron capture detection (ECD), mass spectrometry (MS), and tandem mass spectrometry (MS/MS). The recoveries for all the pesticides studied were from 46 to 128%, with relative standard deviation of <15% in the concentration range of 0.005-0.250 mg/kg. The limit of detection (LOD) for all compoundsmetmaximumresidue limits (MRL) accepted in Portugal for organochlorine pesticides (OCP). A survey study of strawberries produced in Portugal in the years 2009-2010 obtained from organic farming (OF) and integrated pest management (IPM) was developed. Lindane and β-endosulfan were detected above the MRL in OF and IPM. Other OCP (aldrin, o,p0-DDT and their metabolites, and methoxychlor) were found below the MRL. The OCP residues detected decreased from 2009 to 2010. The QuEChERS method was successfully applied to the analysis of strawberry samples.