Marcadia Postponed: Marketing, Utopia and the Millennium

Before envisioning the future of marketing, as the conference theme suggests, it may be worthwhile examining our desire to envision the future of marketing. This paper argues that our need to imagine the future is part of an innate utopian propensity. It examines the relationship between marketing and utopianism, contends that marketing is inherently utopian in ethos, and concludes that, necessary though they are, future visions of marketing cannot and should not be enacted.

The Perceived Benefits of an Arts Project for Health and Wellbeing of Older Offenders

Background: The increasing ageing prison population is becoming a pressing issue throughout the criminal justice system. Alongside the rising population, are a host of health and wellbeing issues that contribute to older offenders needs whilst in prison. It has been recommended that meaningful activities can have positive effects on this population and therefore this paper uniquely reviews older offenders accounts of taking part in an arts based project, Good Vibrations, whilst imprisoned. Objective and design: The Good Vibrations project engages individuals in Gamelan music making with an end of project performance. This study used independent in-depth interviews to capture the voices of older offenders who took part in an art based prison project. Analysis and Results: The interview data was analysed using thematic analysis, which highlighted themes that were consistent with other populations who have taken part in a Good Vibrations project, along with specific age relating issues of mobility, motivation, identity and wellbeing.

Opportunities and challenges of content marketing as a way of digital marketing communications

Tämän tutkimuksen tavoitteena on tunnistaa sisältömarkkinoinnin mahdollisuuksia ja haasteita digitaalisessa markkinointiviestinnässä. Lisäksi tavoitteena on antaa yksiselitteinen määritelmä sisältömarkkinoinnille sekä selvittää, miten se eroaa muista markkinointiviestinnän keinoista. Sisältömarkkinointi on strateginen markkinointiviestinnän keino, johon kuuluu asiakkaan kannalta mielenkiintoisen ja hyödyllisen sisällön tuottaminen ja jakaminen. Sisältömarkkinointi tarjoaa keinon muodostaa brändimielikuvia luonnollisin keinoin ilman mainoksen leimaa, jota osa kuluttajista välttelee tietoisesti jopa mainosten esto-ohjelmien avulla. Perinteiset markkinointiviestinnän keinot pyrkivät usein lyhyen aikavälin myyntituloksiin, kun taas sisältömarkkinointi pyrkii maksimoimaan asiakkaan koko elinkaaren arvon. Onnistunut sisältömarkkinointi vaatii yrityksiltä kärsivällisyyttä sekä asiakkaiden kokonaisvaltaista tuntemista.

Marketing desportivo, envolvimento, lealdade e compromisso psicológico

O presente trabalho pretende estudar a relação existente entre o consumo de ações de marketing desportivo e o envolvimento clubístico, compromisso psicológico e a lealdade clubística. O estudo procura apresentar as ações de marketing desportivo que influenciam a criação e fortalecimento das ligações psicológicas entre os fãs desportivos e os seus clubes favoritos com o objetivo de atingir uma fidelização. Criar uma ampla base de fãs fidelizados é importante para os clubes desportivos, pois tem uma influência direta na sua imagem e receita financeira. Numa primeira fase, foi realizado um levantamento bibliográfico sobre estudos já realizados na área que se pretende estudar. Num segundo momento, realizou-se uma fase experimental através da aplicação de questionários que foram analisados quantativamente, numa amostra de 164 participantes. Os resultados obtidos demonstraram uma forte relação entre as dimensões estudadas (envolvimento, compromisso psicológico e lealdade) e o consumo de ações de marketing desportivo e permitiram ainda concluir que os fãs homens e os fãs jovens são os mais consumidores de ações de marketing desportivo. Os resultados postulam ainda que os estudos realizados nesta área são limitados, de modo que o aprofundamento no assunto aguarda por investigações futuras.

Proactive Marketing – Concept Development and Empirical Analysis

In this thesis, proactive marketing is suggested to be a broader concept than existing research assumes. Although the concept has been mentioned in the context of competitive advantage in previous research, it has not been comprehensively described. This thesis shows that proactive marketing is more than investing in marketing communications of a company. Proactive marketing is described as a three-phased process that contains different customer value identification, creation, and delivery activities. The purpose of proactive marketing is essentially to anticipate and pursue market opportunities that bring value to the company’s stakeholders. Ultimately, proactive marketing aims at acting first on the market, shaping the markets, and thus reaching competitive advantage. The proactive marketing process is supported by the structures of an organization. Suitable structures for proactive marketing are identified in the thesis based on existing research and through an empirical analysis. Moreover, proactive marketing is related to two management theories: the dynamic capabilities framework and the empowerment of employees. A dynamic environment requires companies that pursue proactive marketing to change continuously. Dynamic capabilities are considered as tools of the management, which enable companies to create suitable conditions for the constant change. Empowerment of employees is a management practice that creates proactive behaviors in individuals. The empirical analysis is conducted in an online company operating in the rapidly changing marketplace of the Internet. Through the empirical analysis, the thesis identifies in practice how proactiveness manifests in the marketing process of a company, how organizational structures facilitate proactive marketing, and how proactive marketing is managed. The theoretical contribution of this thesis consist of defining the proactive marketing concept comprehensively and providing further research suggestions related to proactive marketing.

A CSR and communication strategy for Worten

Field lab in marketing

Análisis de posicionamiento en el sector de servicios de hosterías en el Valle de Yunguilla y propuesta de diseño de un plan estratégico de marketing para la hostería “Los Cisnes” en el periodo 2015-2018

El proyecto está enfocado al desarrollo de un Plan Estratégico aplicado a Hostería “Los Cisnes”. Tiene como objetivo contribuir con el desarrollo organizacional de la empresa, hacer frente a la competencia con la finalidad de prestar un servicio de calidad.Para la consecución de lo mencionado anteriormente se realizó un esquema que contempla lo siguiente: Se Expone conceptos y definiciones básicos de marketing que se necesitarán a lo largo del desarrollo del proyecto para el entendimiento del mismo.Se realizó el estudio del sector mediante encuestas y entrevistas aplicadas a personas que hacen uso del servicio de hostería y a los administradores de estos establecimientos. Para la obtención de resultados se utilizó el programa SPSS donde se emplearon variables e indicadores. Se estableció un ranking de acuerdo al catastro de establecimientos otorgado por el Ministerio de Turismo, encontrándose Hostería Los Cisnes en el tercer lugar, esto de acuerdo a la encuesta aplicada por las autoras del trabajo de titulación. Se desarrolló la situación actual de la empresa mediante herramientas como: análisis del micro-entrono y macro-entorno, análisis FODA, matriz EFI, matriz EFE, matriz BCG. Se desarrolló el Plan Estratégico de Marketing que contempla: misión, visión, objetivos, implementación de estrategias, planes de acción y presupuestos, es decir, está formado por todos los recursos necesarios para posicionamiento de la empresa.Finalmente se presenta las conclusiones y recomendaciones que fortalezcan la realización de las estrategias planteadas y que a la vez determinen resultados óptimos para la hostería.

Andamos - Agência de Marketing Digital para Micro Empresas e PMEs

Nos últimos anos, tem sido evidente o crescimento exponencial das novas tecnologias e da utilização frequente de plataformas digitais. A tendência de mercado é a continuação deste aumento, contribuindo para que cada vez mais, surjam prestações de serviços e vendas de produtos no âmbito digital. As agências ocupam um lugar de destaque neste tipo de oferta, no entanto, as mais pequenas tem por vezes dificuldade em subsistir, devido à maioria do seu target serem pequenas e médias empresas. Tendo em conta esta realidade, foi criado o projeto Andamos, que consiste na criação de uma agência de marketing digital, adequada à realidade portuguesa, sendo o seu target micro, pequenas e médias empresas, mas que consiga criar uma estrutura de custos muito reduzidos, potenciando um negócio viável e lucrativo. Nesse sentido, foi desenvolvido uma descrição de projeto, que pretende detalhar o mercado através de benchmark, desenvolver o planeamento estratégico, o plano de marketing e comunicação e o modelo de negócio. Com o intuito de sustentar a validade do projeto, foi efetuado numa primeira fase um estudo, utilizando um questionário segundo o método Delphi, que demonstrou com base nas respostas apuradas, que existe necessidade no mercado, justificando a existência da Andamos. Numa segunda fase foi estudada a viabilidade do projeto, através de um planeamento financeiro, utilizando o modelo FINICIA, do IAPMEI. Por conseguinte, foi possível analisar os indicadores mais importantes, como a TIR, VAL, cash flow e payback period, entre outros, que suportaram a exequibilidade do negócio e a sua capacidade de gerar lucro.

Modelling and analysing cargo screening processes: a project outline

The efficiency of current cargo screening processes at sea and air ports is unknown as no benchmarks exists against which they could be measured. Some manufacturer benchmarks exist for individual sensors but we have not found any benchmarks that take a holistic view of the screening procedures assessing a combination of sensors and also taking operator variability into account. Just adding up resources and manpower used is not an effective way for assessing systems where human decision-making and operator compliance to rules play a vital role. For such systems more advanced assessment methods need to be used, taking into account that the cargo screening process is of a dynamic and stochastic nature. Our project aim is to develop a decision support tool (cargo-screening system simulator) that will map the right technology and manpower to the right commodity-threat combination in order to maximize detection rates. In this paper we present a project outline and highlight the research challenges we have identified so far. In addition we introduce our first case study, where we investigate the cargo screening process at the ferry port in Calais.

Contribution margin model applied to the marketing planning of a container liner carrier

The implementation of confidential contracts between a container liner carrier and its customers, because of the Ocean Shipping Reform Act (OSRA) 1998, demands a revision in the methodology applied in the carrier's planning of marketing and sales. The marketing and sales planning process should be more scientific and with a better use of operational research tools considering the selection of the customers under contracts, the duration of the contracts, the freight, and the container imbalances of these contracts are basic factors for the carrier's yield. This work aims to develop a decision support system based on a linear programming model to generate the business plan for a container liner carrier, maximizing the contribution margin of its freight.

Evaluating an Agile Method for Planning and Controlling Innovative Projects

This article presents an extensive investigation carried out in two technology-based companies of the So Carlos technological pole in Brazil. Based on this multiple case study and literature review, a method, entitled hereafter IVPM2, applying agile project management (APM) principles was developed. After the method implementation, a qualitative evaluation was carried out by a document analysis and questionnaire application. This article shows that the application of this method at the companies under investigation evidenced the benefits of using simple, iterative, visual, and agile techniques to plan and control innovative product projects combined with traditional project management best practices, such as standardization.

Proposal for underwater structural analysis using the techniques of ESPI and digital holography

The purpose of this article is to study the application of the holographic interferometry techniques in the structural analysis of submarine environment. These techniques are widely used today, with applications in many areas. Nevertheless, its application in submarine environments presents some challenges. The application of two techniques, electronic speckle pattern interferometry (ESPI) and digital holography, comparison of advantages and disadvantages of each of them is presented. A brief study is done on the influence of water properties and the optical effects due to suspended particles as well as possible solutions to minimize these problems. (C) 2009 Elsevier Ltd. All rights reserved.

Undergraduate teaching of ideal and real fluid flows: The value of real-world experimental projects

This study describes the pedagogical impact of real-world experimental projects undertaken as part of an advanced undergraduate Fluid Mechanics subject at an Australian university. The projects have been organised to complement traditional lectures and introduce students to the challenges of professional design, physical modelling, data collection and analysis. The physical model studies combine experimental, analytical and numerical work in order to develop students’ abilities to tackle real-world problems. A first study illustrates the differences between ideal and real fluid flow force predictions based upon model tests of buildings in a large size wind tunnel used for research and professional testing. A second study introduces the complexity arising from unsteady non-uniform wave loading on a sheltered pile. The teaching initiative is supported by feedback from undergraduate students. The pedagogy of the course and projects is discussed with reference to experiential, project-based and collaborative learning. The practical work complements traditional lectures and tutorials, and provides opportunities which cannot be learnt in the classroom, real or virtual. Student feedback demonstrates a strong interest for the project phases of the course. This was associated with greater motivation for the course, leading in turn to lower failure rates. In terms of learning outcomes, the primary aim is to enable students to deliver a professional report as the final product, where physical model data are compared to ideal-fluid flow calculations and real-fluid flow analyses. Thus the students are exposed to a professional design approach involving a high level of expertise in fluid mechanics, with sufficient academic guidance to achieve carefully defined learning goals, while retaining sufficient flexibility for students to construct there own learning goals. The overall pedagogy is a blend of problem-based and project-based learning, which reflects academic research and professional practice. The assessment is a mix of peer-assessed oral presentations and written reports that aims to maximise student reflection and development. Student feedback indicated a strong motivation for courses that include a well-designed project component.

A Step-by-Step Approach to Transit Oriented Development Project Delivery

A major challenge in successfully implementing transit-oriented development (TOD) is having a robust process that ensures effective appraisal, initiation and delivery of multi-stakeholder TOD projects. A step-by step project development process can assist in the methodic design, evaluation, and initiation of TOD projects. Successful TOD requires attention to transit, mixed-use development and public space. Brisbane, Australia provides a case-study where recent planning policies and infrastructure documents have laid a foundation for TOD, but where barriers lie in precinct level planning and project implementation. In this context and perhaps in others, the research effort needs to shift toward identification of appropriate project processes and strategies. This paper presents the outcomes of research conducted to date. Drawing on the mainstream approach to project development and financial evaluation for property projects, key steps for potential use in successful delivery of TOD projects have been identified, including: establish the framework; location selection; precinct context review; preliminary precinct design; the initial financial viability study; the decision stage; establishment of project structure; land acquisition; development application; and project delivery. The appropriateness of this mainstream development and appraisal process will be tested through stakeholder research, and the proposed process will then be refined for adoption in TOD projects. It is suggested that the criteria for successful TOD should be broadened beyond financial concerns in order to deliver public sector support for project initiation.