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.

Impacto das comunidades de consumidores no valor das marcas

International Congress Marketing Trends Annual Conference in Paris, 17 – 19 January 2013

A Flexible Architecture for the Computation of Direct and Inverse Transforms in H.264/AVC Video Codecs

A new high throughput and scalable architecture for unified transform coding in H.264/AVC is proposed in this paper. Such flexible structure is capable of computing all the 4x4 and 2x2 transforms for Ultra High Definition Video (UHDV) applications (4320x7680@ 30fps) in real-time and with low hardware cost. These significantly high performance levels were proven with the implementation of several different configurations of the proposed structure using both FPGA and ASIC 90 nm technologies. In addition, such experimental evaluation also demonstrated the high area efficiency of theproposed architecture, which in terms of Data Throughput per Unit of Area (DTUA) is at least 1.5 times more efficient than its more prominent related designs(1).

Internacionalização do vinho do Porto – estudo de caso Grupo Sogevinus

Dissertação apresentada ao Instituto Superior de Contabilidade para a obtenção do Grau de Mestre em Empreendedorismo e Internacionalização Orientada por Professor Doutor José Freitas Santos

Direct multisearch for multiobjective optimization

In practical applications of optimization it is common to have several conflicting objective functions to optimize. Frequently, these functions are subject to noise or can be of black-box type, preventing the use of derivative-based techniques. We propose a novel multiobjective derivative-free methodology, calling it direct multisearch (DMS), which does not aggregate any of the objective functions. Our framework is inspired by the search/poll paradigm of direct-search methods of directional type and uses the concept of Pareto dominance to maintain a list of nondominated points (from which the new iterates or poll centers are chosen). The aim of our method is to generate as many points in the Pareto front as possible from the polling procedure itself, while keeping the whole framework general enough to accommodate other disseminating strategies, in particular, when using the (here also) optional search step. DMS generalizes to multiobjective optimization (MOO) all direct-search methods of directional type. We prove under the common assumptions used in direct search for single objective optimization that at least one limit point of the sequence of iterates generated by DMS lies in (a stationary form of) the Pareto front. However, extensive computational experience has shown that our methodology has an impressive capability of generating the whole Pareto front, even without using a search step. Two by-products of this paper are (i) the development of a collection of test problems for MOO and (ii) the extension of performance and data profiles to MOO, allowing a comparison of several solvers on a large set of test problems, in terms of their efficiency and robustness to determine Pareto fronts.

Fast optimum-predictive control and capacitor voltage balancing strategy for bipolar back-to-back NPC converters in high-voltage direct current transmission systems

Multilevel power converters have been introduced as the solution for high-power high-voltage switching applications where they have well-known advantages. Recently, full back-to-back connected multilevel neutral point diode clamped converters (NPC converter) have been used inhigh-voltage direct current (HVDC) transmission systems. Bipolar-connected back-to-back NPC converters have advantages in long-distance HVDCtransmission systems over the full back-to-back connection, but greater difficulty to balance the dc capacitor voltage divider on both sending and receiving end NPC converters. This study shows that power flow control and dc capacitor voltage balancing are feasible using fast optimum-predictive-based controllers in HVDC systems using bipolar back-to-back-connected five-level NPC multilevel converters. For both converter sides, the control strategytakes in account active and reactive power, which establishes ac grid currents in both ends, and guarantees the balancing of dc bus capacitor voltages inboth NPC converters. Additionally, the semiconductor switching frequency is minimised to reduce switching losses. The performance and robustness of the new fast predictive control strategy, and its capability to solve the DC capacitor voltage balancing problem of bipolar-connected back-to-back NPCconverters are evaluated.

Matrix Converter-Based Unified Power-Flow Controllers: Advanced Direct Power Control Method

This paper presents a direct power control (DPC) for three-phase matrix converters operating as unified power flow controllers (UPFCs). Matrix converters (MCs) allow the direct ac/ac power conversion without dc energy storage links; therefore, the MC-based UPFC (MC-UPFC) has reduced volume and cost, reduced capacitor power losses, together with higher reliability. Theoretical principles of direct power control (DPC) based on sliding mode control techniques are established for an MC-UPFC dynamic model including the input filter. As a result, line active and reactive power, together with ac supply reactive power, can be directly controlled by selecting an appropriate matrix converter switching state guaranteeing good steady-state and dynamic responses. Experimental results of DPC controllers for MC-UPFC show decoupled active and reactive power control, zero steady-state tracking error, and fast response times. Compared to an MC-UPFC using active and reactive power linear controllers based on a modified Venturini high-frequency PWM modulator, the experimental results of the advanced DPC-MC guarantee faster responses without overshoot and no steady-state error, presenting no cross-coupling in dynamic and steady-state responses.

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

Cost of schizophrenia: direct costs and use of resources in the State of São Paulo

OBJECTIVE: To estimate the direct costs of schizophrenia for the public sector. METHODS: A study was carried out in the state of São Paulo, Brazil, during 1998. Data from the medical literature and governmental research bodies were gathered for estimating the total number of schizophrenia patients covered by the Brazilian Unified Health System. A decision tree was built based on an estimated distribution of patients under different types of psychiatric care. Medical charts from public hospitals and outpatient services were used to estimate the resources used over a one-year period. Direct costs were calculated by attributing monetary values for each resource used. RESULTS: Of all patients, 81.5% were covered by the public sector and distributed as follows: 6.0% in psychiatric hospital admissions, 23.0% in outpatient care, and 71.0% without regular treatment. The total direct cost of schizophrenia was US$191,781,327 (2.2% of the total health care expenditure in the state). Of this total, 11.0% was spent on outpatient care and 79.2% went for inpatient care. CONCLUSIONS: Most schizophrenia patients in the state of São Paulo receive no regular treatment. The study findings point out to the importance of investing in research aimed at improving the resource allocation for the treatment of mental disorders in Brazil.

Implementação da estratégia de marketing sensorial: uma abordagem empírica

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

Hospital volunteers – are they satisfied?

We examine satisfaction with HRM practices, namely recruitment, training and rewarding in NPO’s and attitudes regarding the appropriateness of these practices. The participants in this study are 76 volunteers, affiliated to 4 different NPO’s, which work in hospitals and have direct contact with patients and their families. Analysing aggregate results we show that volunteers are more satisfied with training, and consider that the training strategies are very appropriate. After identifying differences between organisations we discover that in some organizations volunteers are satisfied with rewards, but in opposition they have negative attitudes regarding the appropriateness of the recognition strategies and vice-versa an opposite relation between satisfaction with reward and recognition strategies and the process of reward and recognition. We also name the more and less satisfied volunteers.

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?