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.

Integrated vehicle classification system

This paper presents an integrated system for vehicle classification. This system aims to classify vehicles using different approaches: 1) based on the height of the first axle and_the number of axles; 2) based on volumetric measurements and; 3) based on features extracted from the captured image of the vehicle. The system uses a laser sensor for measurements and a set of image analysis algorithms to compute some visual features. By combining different classification methods, it is shown that the system improves its accuracy and robustness, enabling its usage in more difficult environments satisfying the proposed requirements established by the Portuguese motorway contractor BRISA.

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.

A importância e o contributo do marketing de guerrilha no sucesso das marcas

Dissertação apresentada à Escola Superior de Comunicação Social para obtenção de grau de mestre em Publicidade e Marketing.

Influência das redes sociais no marketing e na relação com os consumidores das empresas de cosmética B2C: O caso português

Mestrado em Controlo e Gestão dos Negócios

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.

Photodetector with integrated optical thin film filters

This paper reports on optical filters based on a-SiC:H tandem pi'n/pin heterostructures. The spectral sensitivity is analyzed. Steady state optical bias with different wavelengths are applied from each front and back sides and the photocurrent is measured. Results show that it is possible to control the sensitivity of the device and to tune a specific wavelength range by combining radiations with complementary light penetration depths. The transfer characteristics effects due to changes in the front and back optical bias wavelength are discussed. Depending on the wavelength of the external background and irradiation side, the device acts either as a short- or a long-pass band filter or as a band-stop filter. The output waveform presents a nonlinear amplitude-dependent response to the wavelengths of the input channels.

Implementação da estratégia de marketing sensorial: uma abordagem empírica

Dissertação de Mestrado, Ciências Económicas e Empresariais, 16 de Dezembro 2013, Universidade dos Açores.

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.

Integrated photonic filters based on SiC multilayer structures

Combined tunable WDM converters based on SiC multilayer photonic active filters are analyzed. The operation combines the properties of active long-pass and short-pass wavelength filter sections into a capacitive active band-pass filter. The sensor element is a multilayered heterostructure produced by PE-CVD. The configuration includes two stacked SiC p-i-n structures sandwiched between two transparent contacts. Transfer function characteristics are studied both theoretically and experimentally. Results show that optical bias activated photonic device combines the demultiplexing operation with the simultaneous photodetection and self amplification of an optical signal acting the device as an integrated photonic filter in the visible range. Depending on the wavelength of the external background and irradiation side, the device acts either as a short- or a long-pass band filter or as a band-stop filter. The output waveform presents a nonlinear amplitude-dependent response to the wavelengths of the input channels. A numerical simulation and a two building-blocks active circuit are presented and give insight into the physics of the device. (c) 2013 Elsevier B.V. All rights reserved.

Astaxanthin production using Photobioreactors, investigation and scale up and an integrated solution for eutrophic lakes

TRANSCREA, Convertir la investigación y el conocimiento en innovación, propiedad intelectual e industrial. Terceira, 16 e 17 Fevereiro, 2011.