How to increase reach efficiency and effectiveness of Meo's digital marketing campaigns

Field lab: Business project

Marketing plan for online aqctivity of Rota Vicentina boosting direct website sales

The nature tourism experienced a great expansion of its market with the appearance of different lifestyles. In this Work Project a study regarding the website direct sales of Rota Vicentina was developed. Its website shows the idea of being solely an information structure and not a purchase one, leading to a current absence of online sales. Hence, it is suggested the modification of its business model, using different instruments and channels. Some digital marketing recommendations were developed in order to boost website sales, such as a platform for online reviews, remarketing campaigns and social media activity.

The hospitality industry

This study of independent Portuguese hotels‘ positioning strategies regarding adopting, or not, a soft brand affiliation seeks to determine what motivates this choice. Surveyed hotels were asked to enunciate the benefits and disadvantages associated with their strategic decision, and other difficulties experienced in their business. The results indicate that international brand awareness and the hotel owners‘ long-term goals are the core factors affecting the choice. In practice, we conclude that there isn‘t a ‗one size fits all‘ strategy. Nevertheless, affiliated hotels experience an operational advantage over non-affiliated ones stemming from the affiliating organization‘s accumulated experience in sales, distribution channels and marketing resources.

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

Field lab: Business project

Exploring the consumer decision journey and online shoping experience through an emotional prespective

Traditional consumer decision-making models have long used quantitative research to address a link between emotional and rational behavior. However, little qualitative research has been conducted in the area of online shopping as an end-to-end experience. This study aims to provide a detailed phenomenological account of consumers’ online shopping experience and extend Mckinsey & Companys’s consumer decision journey model from an emotional perspective. Six semi-structured interviews and a focus group of nine people are analyzed using Interpretive Phenomenology Analysis and five superordinate themes emerged from the results: emotional experience, empathy and encouragement, in relation to brand preference, emotional encounters in relation to consumer satisfaction and emotional exchange and relationship with a company or brand. A model interrelating these themes is then introduced to visually represent the emotional essence of a large online purchase. This study promises to be applicable as a descriptive, and perhaps, better predictive report for understanding the complex consumer decision-making process as it relates to online consumer behavior. Future research topics are also identified.

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.

Fatores de sucesso e dificuldades das spin-offs empresariais: o caso das agências de mediação de seguros

Dissertação de mestrado em Marketing e Estratégia

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.

7to77, A new database querying experience

Nowadays, the vulgarization of information and communication technologies has reached to a level that the majority of people spend a lot of time using software to do regular tasks, ranging from games and ordinary time and weather utilities to some more sophisticated ones, like retail or banking applications. This new way of life is supported by the Internet or by specific applications that changed the image people had about using information and communication technologies. All over the world, the first cycle of studies of educational systems also has been addressed with the justification that this encourages the development of children. Taking this into consideration, we design and develop a visual explorer system for relational databases that can be used by everyone, from “7 to 77”, in an intuitive and easy way, getting immediate results – a new database querying experience. Thus, in this paper we will expose the main characteristics and features of this visual database explorer, showing how it works and how it can be used to execute the most current data manipulation operations over a database.

Learning Robotics for youngsters - the RoboParty experience

Series: "Advances in intelligent systems and computing , ISSN 2194-5357, vol. 417"

The role of liquid-based cytology and ancillary techniques in pleural and pericardic effusions: An institutional experience

BACKGROUND: Fine-needle aspiration cytology (FNAC) of serous membrane effusions may fulfil a challenging role in the diagnostic analysis of both primary and metastatic disease. From this perspective, liquid-based cytology (LBC) represents a feasible and reliable method for empowering the performance of ancillary techniques (ie, immunocytochemistry and molecular testing) with high diagnostic accuracy. METHODS: In total, 3171 LBC pleural and pericardic effusions were appraised between January 2000 and December 2013. They were classified as negative for malignancy (NM), suspicious for malignancy (SM), or positive for malignancy (PM). RESULTS: The cytologic diagnoses included 2721 NM effusions (2505 pleural and 216 pericardic), 104 SM effusions (93 pleural and 11 pericardic), and 346 PM effusions (321 pleural and 25 pericardic). The malignant pleural series included 76 unknown malignancies (36 SM and 40 PM effusions), 174 metastatic lesions (85 SM and 89 PM effusions), 14 lymphomas (3 SM and 11 PM effusions), 16 mesotheliomas (5 SM and 11 SM effusions), and 3 myelomas (all SM effusions). The malignant pericardic category included 20 unknown malignancies (5 SM and 15 PM effusions), 15 metastatic lesions (1 SM and 14 PM effusions), and 1 lymphoma (1 PM effusion). There were 411 conclusive immunocytochemical analyses and 47 molecular analyses, and the authors documented 88% sensitivity, 100% specificity, 98% diagnostic accuracy, 98% negative predictive value, and 100% positive predictive value for FNAC. CONCLUSIONS: FNAC represents a primary diagnostic tool for effusions and a reliable approach with which to determine the correct follow-up. Furthermore, LBC is useful for ancillary techniques, such as immunocytochemistry and molecular analysis, with feasible diagnostic and predictive utility.

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