Gestão de museus : o caso do Museu Nacional de Arqueologia

O presente trabalho pretende caraterizar o regime atual de governação do MNA descrevendo-o do ponto de vista dos recursos financeiros, recursos humanos, marketing e planeamento, tendo em conta a sua dependência da Direção Geral de Património Cultural, complementarmente pretende apresentar algumas propostas de melhoria. Desde a sua criação o Museu Nacional de Arqueologia, tem por objetivo representar a parte material da vida do homem português desde a pré-história. Hoje, constitui a instituição de referência da Arqueologia Portuguesa, ligado a outros museus, universidades e centros de investigação por todo o mundo. Num momento em que num número crescente de países, os museus e instituições culturais têm de procurar fontes alternativas de financiamento, por força do desinvestimento por parte dos Estados, e a reduzir os gastos, incluindo restrições às contratações de recursos humanos, coloca-se um grande desafio àqueles que gerem estas instituições. Por um lado, valências como lojas com artigos ligados ao museu e a concessão de espaços de restauração nas suas instalações, a organização de eventos temáticos lúdico-pedagógicos, acompanhados de uma estratégia de comunicação segmentada, contribuem para a diversificação e o aumento de públicos. Por outro lado, atividades de fundraising devem passar a ser uma prática comum nestas entidades. Tudo isto, tendo sempre presente que se trata de uma entidade cultural com uma função de produção de conhecimento e cultura, não devendo o Estado alhear-se desta função. O Museu Nacional de Arqueologia, é tutelado pela Direção Geral do Património Cultural o que impõe constrangimentos ao nível da gestão. Embora seja possível, pela direção do MNA, tomar decisões relativas à área financeira, a perceção do seu impacto não é imediata. No que respeita aos recursos humanos, estamos perante um quadro qualificado, capaz de dar resposta às exigências do funcionamento do museu, mas que pela média etária e pelas dificuldades de contratação, coloca em risco o futuro. O marketing e o planeamento são as áreas em análise que apresentam menos constrangimentos, pela dependência da tutela. Os processos de marketing são concretizados pelos diferentes departamentos, com uma abordagem tradicional, ou seja unilateral, verificando-se pouca interação com os seus públicos. O plano de atividades é bastante completo e é uma boa ferramenta de gestão no que respeita ao planeamento, assim como o planeamento de carácter estratégico permite ao museu seguir uma linha de continuidade.

How to increase reach efficiency and effectiveness of MEO’s digital marketing campaigns?

Field lab: Business project

A comparison analysis of the marketing strategy of Lufthansa and Emirates in Germany

The objective of this paper is to perform an analysis of the marketing strategy of Lufthansa and Emirates in Germany. Since both airlines use a similar approach to increase brand awareness an in-depth analysis is implemented in order to identify potential differences. Hereby, consumer insights about the perception and expectation travellers have in common will be analyzed and assessed with quantitative data. Both airlines are well positioned in terms of their marketing strategy, but when Emirates is strengthen its marketing campaign with that pace, the Gulf carrier will certainly make use of its economic strength and can become a frightening threat for the Lufthansa Group on long-haul destinations. Finally, recommendations for future marketing activities for both airlines will be given.

How could marketing automation impact the business performance of Comexposium?

Comexposium continues to exhibit strong growth through global acquisition of key events. However, the company identified the need to increase the renewal rate of its exhibitors. In order to do so, Comexposium determined marketing automation software could have enormous value. However, the company currently does not have the appropriate data to determine to specific returns the software could provide. Thus, this report focused on assessing the impact of marketing automation on the business performance of a B2B enterprise and the best methods to implement and measure it. The main findings were that the software could be of immense value to Comexposium, if the company is ready to invest in internal resources and take the time to adapt to the changes the tool will incur.

Marketing socioambiental: o estudo de caso da participação popular em áreas de alta densidade de postes e linhas de alta tensão em Portugal

O presente artigo centra-se na análise do marketing socioambiental, promovido por empresas do setor energético, bem como o papel da sociedade civil, por intermédio, dos movimentos populares de reivindicação, contra os postes e linhas de alta e muito alta tensão em áreas residenciais na União Europeia e, especificamente, em Portugal. O processo de urbanização crescente e o modo de vida urbano desenfreado acarretaram mudanças substanciais no tecido urbano, sobretudo, no que diz respeito ao avanço das linhas aéreas de energia elétrica. Desde a década de 1960, uma série de estudos foram desenvolvidos sobre os efeitos destas infraestruturas tecnológicas em áreas residenciais. Apesar do intenso debate ainda não existem resultados consensuais quanto à sua influência na saúde das populações. Não obstante, diversos organismos internacionais, tais como, a Organização Mundia l de Saúde (OMS) e a Comissão Internacional de Proteção Contra Radiação Não - Ionizante (ICNIRP), já estabeleceram parâmetros de precaução, a partir da fixação de valores de exposição, tanto em termos ocupacionais , quanto para a população. Neste sentido, objetiva-se com a presente comunicação analisar o papel do marketing socioambiental, a partir da participação popular, dos movimentos internacionais e nacionais contra a alta tensão, sobretudo em Portugal. A pesquisa centrou-se numa abordagem qualitativa de fontes secundárias de dois blogues e cinco jornais nacionais que apresentavam notícias sobre a constituição e as manifestações realizadas pelo Movimento Nacional Contra Linhas de Alta Tensão em Zonas Habitadas. Este Movimento teve a sua origem no Sul de Portugal e difundiu-se por todo o país recrutando indivíduos preocupados com a instalação das novas e das já existentes linhas aéreas de energia elétrica. O Movimento ganhou força a nível nacional com o apoio de partidos políticos. Também foi realizado trabalho de campo em junho de 2014.

An alternative educational indicator for classifying secondary schools in Portugal

The purpose of this paper aims at carrying out a study in the area of Statistics for classifying Portuguese Secondary Schools (both mainland and islands: “Azores” and “Madeira”), taking into account the results achieved by their students in both national examinations and internal assessment. The main according consists of identifying groups of schools with different performance levels by considering the sub-national public and private education systems’ as well as their respective geographic location. For this, we developed an alternative educational indicator for the so-called Secondary Education indicator rankings released since 2001 by the Portuguese media.

Innovation in “low-tech” industries: Portuguese footwear industry

ICEIM – International Conference in Entrepreneurship and Innovation Management, Roma, 17-18 de setembro de 2015.

Impact of an educational hands-on project on the antimicrobial, antitumor and anti-inflammatory properties of plants on Portuguese students' awareness, knowledge, and competences

Promoting environmental and health education is crucial to allow students to make conscious decisions based on scientific criteria. The study is based on the outcomes of an Educational Project implemented with Portuguese students and consisted of several activities, exploring pre-existent Scientific Gardens at the School, aiming to investigate the antibacterial, antitumor and anti-inflammatory properties of plant extracts, with posterior incorporation in soaps and creams. A logo and a webpage were also created. The effectiveness of the project was assessed via the application of a questionnaire (pre- and post-test) and observations of the participants in terms of engagement and interaction with all individuals involved in the project. This project increased the knowledge about autochthonous plants and the potential medical properties of the corresponding plant extracts and increased the awareness about the correct design of scientific experiments and the importance of the use of experimental models of disease. The students regarded their experiences as exciting and valuable and believed that the project helped to improve their understanding and increase their interest in these subjects and in science in general. This study emphasizes the importance of raising students’ awareness on the valorization of autochthonous plants and exploitation of their medicinal properties.

Sinistralidade rodoviária e o marketing relacional: perspetivas de soluções mais eficazes no seu combate em Portugal

Dissertação de mestrado em Marketing e Estratégia

Plano estratégico de marketing de uma empresa de moda portuguesa: estudo de caso da marca Guimanos

Dissertação de mestrado em Design de Comunicação de Moda

Pervasive business intelligence: a marketing intelligence framework proposal

Doctoral Thesis in Information Systems and Technologies Area of Information Systems and Technology

Divulgação de boas práticas como estratégia de marketing na construção

Dissertação de mestrado integrado em Engenharia Civil

The Portuguese programme one laptop per child: political, educational and social impact

In 2008, the XVII Portuguese Constitutional Government launched the ‘e.escolinha’ programme, within the Technological Plan for Education, which set out the distribution of a computer, called ‘Magalhães’, designed for chil-dren attending the 1st cycle of basic education. Suspended in 2011 by the XIX Government, this programme has allowed, however, almost 500 000 children to have access to a personal computer. It was expected that this political measure would “revolutionise” the national education system by bringing changes to the pedagogical practices of teachers and the learning processes of children and by achieving educational success, in general. Based on documental analysis and on a set of interviews with key decision-makers in conceiving, implementing and monitoring this governmental initiative, the fi rst part of this chapter presents and analyses the ‘e.escolinha’ initiative and the policies be-hind that governmental programme, seeking to disassemble those objectives and provide some insights into the relationship between discourses, rhetoric, and reality. After that, the chapter focuses on children’s uses and practices with the ‘Magalhães’ laptop, at school and at home. Based on the results of questionnaires fi lled in by approximately 1500 children from 32 First Cycle public schools of the municipality of Braga (north of Portugal) and also from questionnaires applied to their parents and teachers, this chapter intends to analyse the real impact of this initiative for children, family and school. It also seeks to discuss the contribution of this educational policy to children’s digital literacy and also to their own and their families’ social and digital inclusion. To understand if it represented an added value to teachers’ pedagogical practice is another of its aims. The fi ndings point out a major focus on technology and access rather than on uses and competences or even on social, educational and cultural change. In fact, a major conclusion is the existence of a strong gap between the policy and the practices, typical of a top-down policy design. This study is an integrant part of a research project titled “Navigating with ‘Magalhães’: Study on the Impact of Digital Media in Schoolchildren” conducted at the University of Minho, Portugal, financed by the Portuguese Foundation for Science and Technology [PTDC/CCI-COM/101381/2008] and co-funded by the European Regional Development Fund [COMPETE: FCOMP-01-0124-FEDER-009056].

Reliability of the information about the history of diagnosis and treatment of hypertension. Differences in regard to sex, age, and educational level. The pró-saúde study

OBJECTIVE: To assess the intraobserver reliability of the information about the history of diagnosis and treatment of hypertension. METHODS: A multidimensional health questionnaire, which was filled out by the interviewees, was applied twice with an interval of 2 weeks, in July '99, to 192 employees of the University of the State of Rio de Janeiro (UERJ), stratified by sex, age, and educational level. The intraobserver reliability of the answers provided was estimated by the kappa statistic and by the coefficient of intraclass correlation (CICC). RESULTS: The general kappa (k) statistic was 0.75 (95% CI=0.73-0.77). Reliability was higher among females (k=0.88, 95% CI=0.85-0.91) than among males (k=0.62, 95% CI=0.59-0.65).The reliability was higher among individuals 40 years of age or older (k=0.79; 95% CI=0.73-0.84) than those from 18 to 39 years (k=0.52; 95% CI=0.45-0.57). Finally, the kappa statistic was higher among individuals with a university educational level (k=0.86; 95% CI=0.81-0.91) than among those with high school educational level (k=0.61; 95% CI=0.53-0.70) or those with middle school educational level (k=0.68; 95% CI=0.64-0.72). The coefficient of intraclass correlation estimated by the intraobserver agreement in regard to age at the time of the diagnosis of hypertension was 0.74. A perfect agreement between the 2 answers (k=1.00) was observed for 22 interviewees who reported prior prescription of antihypertensive medication. CONCLUSION: In the population studied, estimates of the reliability of the history of medical diagnosis of hypertension and its treatment ranged from substantial to almost perfect reliability.

Educating for sociability and learning for citizenship: developing communicational skills and mediation in educational contexts

This text concerns a program about the Promotion of Social and Communicational Skills and Mediation (PSCSM) developed with children aged between 10 and 13 years in a non-formal educational institution. The program of intervention had, as its purpose, the promotion of social and communicational competencies and mediation, thus enabling the children involved to have a healthy and responsible sociability in the different contexts in which they find themselves: family, school, peer group, amongst others. It was developed over 13 sessions with objectives and activities intentionally planned with the view of promoting competencies of communication, co-operation, responsibility, a critical spirit, solidarity, autonomy, respect, integration, inclusion and the recognition of rights and duties. This work was carried out with an action-research methodology that resorted to various techniques and instruments to gather and record information. The results obtained showed the impact and benefits of the program and they also revealed the necessity of educational institutions investing in the promotion of an ethical literacy and the empowerment of the children and young people for healthy sociability and active citizenship.