O DESENVOLVIMENTO DE EVENTOS COMO ESTRATÉGIAS DA COMUNICAÇÃO ORGANIZACIONAL: UM ESTUDO DE CASO DA UNIVERSIDADE METODISTA DE SÃO PAULO

Pesquisa sobre os eventos da Universidade Metodista de São Paulo na busca de verificar a eficiência dos mesmos no cumprimento dos objetivos e metas organizacionais. Com base na pesquisa bibliográfica, se buscou entender as organizações, relacionando as comunicações que dispõem para contato com seus públicos, dentre as quais: publicidade, relações públicas, assessoria de imprensa e, principalmente, os eventos. Através da literatura existente, procurou-se averiguar tipologias e funções dos eventos e, ainda, perceber se funcionam como ferramentas estratégicas da comunicação organizacional. A metodologia consiste em pesquisa bibliográfica e documental, além de estudo de casos organizacionais. Foram aplicados questionários ao público participante dos eventos: Dia da Universidade Aberta (voltado ao público externo da Instituição) e Aniversário do Instituto Metodista de Ensino Superior (voltado para o público interno da Universidade), ambos desenvolvidos pela UMESP. Além disso, foi feita entrevista semiestruturada com o Diretor de Comunicação da Instituição, estabelecendo uma relação entre o que o público percebeu durante os eventos e o que a Universidade pensou ao decidir pelas suas realizações.

O DESENVOLVIMENTO DE EVENTOS COMO ESTRATÉGIAS DA COMUNICAÇÃO ORGANIZACIONAL: UM ESTUDO DE CASO DA UNIVERSIDADE METODISTA DE SÃO PAULO

Pesquisa sobre os eventos da Universidade Metodista de São Paulo na busca de verificar a eficiência dos mesmos no cumprimento dos objetivos e metas organizacionais. Com base na pesquisa bibliográfica, se buscou entender as organizações, relacionando as comunicações que dispõem para contato com seus públicos, dentre as quais: publicidade, relações públicas, assessoria de imprensa e, principalmente, os eventos. Através da literatura existente, procurou-se averiguar tipologias e funções dos eventos e, ainda, perceber se funcionam como ferramentas estratégicas da comunicação organizacional. A metodologia consiste em pesquisa bibliográfica e documental, além de estudo de casos organizacionais. Foram aplicados questionários ao público participante dos eventos: Dia da Universidade Aberta (voltado ao público externo da Instituição) e Aniversário do Instituto Metodista de Ensino Superior (voltado para o público interno da Universidade), ambos desenvolvidos pela UMESP. Além disso, foi feita entrevista semiestruturada com o Diretor de Comunicação da Instituição, estabelecendo uma relação entre o que o público percebeu durante os eventos e o que a Universidade pensou ao decidir pelas suas realizações.

Eventos culturais para a recordação da marca: estudo do evento Tim Festival

Este estudo analisa o papel dos eventos culturais como um potente elemento socializador na estratégia da comunicação da marca com o mercado. os principais objetivos são retratar o uso da comunicação integrada de marketing como um diferencial sustentável, o marketing cultural frente às novas formas de comunicação com o mercado, a contextualização da marca e os eventos culturais como instrumento de branding. A metodologia desta pesquisa constitui-se em bibliografia, pesquisa documental, entrevistas e o estudo de caso da empresa Tim com o recorte Tim Festival edição 2005 em São Paulo. Dentre as conclusões encontradas, confirmou-se que a propaganda tradicional vem perdendo espaço para os eventos, mas ao mesmo tempo, por si só não se bastam, havendo a necessidade de atrelá-los a outras atividades promocionais. Verificou-se também que os eventos culturais comunicam a mensagem de forma envolvente e finalmente a consideração sobre a relação gratificante do evento com a lembrança de marca.(AU)

COMUNICAÇAO INTEGRADA DE MARKETING E AÇÕES DE PATROCÍNIO A EVENTOS: O EFEITO SINÉRGICO

Este trabalho enfoca a ação de patrocínio a eventos como ferramenta comunicacional, incorporada ao composto da comunicação de marketing. O principal objetivo é analisar e apresentar como as empresas usam e articulam as ferramentas da comunicação integrada de marketing às ações de patrocínio para se criar um efeito sinérgico de comunicação. A metodologia constitui-se em pesquisa bibliográfica e documental e o estudo de casos envolvendo as empresas Ambev, Petrobras e Bradesco com o patrocínio aos respectivos eventos: Skol Beats; Jogos Pan-americanos 2007 e o Espetáculo Saltimbanco do Cirque du Soleil, verificando como os aspectos teóricos foram apropriados em cada caso. As conclusões apontam, principalmente, que as empresas vêm buscando utilizar o potencial máximo de comunicação dos eventos não só ao promoverem, mas também na condição de patrocinadoras, e que o patrocínio deve ser parte de um plano integrado, no qual as ações estratégicas de comunicação de marketing, através das várias ferramentas que as constituem, podem e devem ser conjugadas para alcançar sinergia e valorizar as ações comunicacionais dos patrocinadores.(AU)

Olympic games, mega-events, and civil societies:globalisation, environment, resistance

This volume explores sports mega-events, their social, political, and cultural characters, the value systems that they inscribe and draw on, the claims they make on us and the claims the organisers make for them, the spatial and ethical relationships they create, and the responses of civil societies to them. Our premise is that sports mega-events are not simply sporting or cultural phenomena. They are also political and economic events, characterised by the generation and projection of symbolic meanings – most obviously over the nature of statehood, economic power, and of collective cultural identity – and by social conflict, especially over land use, and over the extent and contours of public spending commitments. Because of their peculiar spatial and temporal organization, they raise questions about the relationships between global cultural and economic flows and particular local and national spaces. Because of their evolutionary characteristics, they ask us to consider not simply the time of the event but of the effects of the event on the long-term direction, implementation, and consequences of public policy.

Supply chain "mega-trends":current status and future trends

The supply chain management (SCM) concept has become embedded in the thinking of many organisations in recent years. Originally introduced by management consultants in the early 1980s, SCM has a strong focus on integration of processes across functions within firms, as well as between the organisations that comprise the wider extended enterprise. There is a significant body of research to support the notion that the consistent delivery of value to customers is predicated on higher levels of intra-firm and inter-firm integration. Putting the supply chain integration (SCI) concept into practice is critically dependent on the ability of firms to manage material, money and information flows in a holistic manner. It also depends on the way in which relationships between key supply chain actors are managed. This article explores the “mega-trends” that are evident across most sectors and which have a potentially significant impact on the ability of organisations to put SCM theory into practice. The late Don Bowersox and his colleagues from Michigan State University introduced the idea of supply chain “mega-trends” over a decade ago in their widely cited article in the Journal of Business Logistics (Bowersox et al., 2000). This article explores the current status of these “mega-trends” in an Irish context based on research being undertaken at the National Institute for Transport and Logistics (NITL). It also identifies some key factors that are likely to impact upon progress in these key areas in the medium term.

Muestra de eventos ausplclados durante el ano academlco 2012-13

This flyer provides a summary of events in Spanish held by the Cuban Research Institute in the 2012-2013 academic year.

A relevância dos eventos culturais para a economia criativa - pesquisa qualitativa na Praia da Pipa, Tibau do Sul/RN

Creative industry has promoted and strengthened the growth of various economic sectors in Brazil and abroad, thus stimulating the local economy in places with attractive and innovative sceneries for the consumer market. This essay focuses on studying the relevance of cultural events for the creative economy, and these may contribute to the social, cultural and economic development in Pipa, located in Rio Grande do Norte (Brazil). Cultural events promote a themed and creative environment which has worked as attraction mechanism for the increase of cultural, gastronomic and social leisure consumptions. Cultural and thematic events has been held in Pipa, such as Festival Literário da Pipa, Fest Bossa & Jazz da Pipa, Festival Literário Alternativo da Pipa and Festival Gastronômico da Pipa, which can attract the local, state, national and international audience. The research is characterized as a qualitative research about the problem approach. The field research is characterized by the ethnographic approach, using the techniques of participant observation, semi-structured interviews and photographic record. With the research results, we can point that Pipa promotes cultural events that move the economic dynamics, social and cultural, inserting new cultural habits in this urban space, and in some cases, rescuing the history of the place. In each event, the economic and political forces connect themselves to promote the infrastructure of these events, supporting the provision of services and products from the creative and cultural sectors. The theming of the studied events plunges the audience into stories that may have (or not) a connection to the local history. Therefore, it is perceived that this work brings the light to a place that presents itself as the protagonist of the state of Rio Grande do Norte in terms of renewal and economic, social and cultural change in its infrastructure and its potential for tourist attraction from the creative and cultural sectors.

Influência de eventos hidrológicos extremos na qualidade da água de reservatórios na região tropical semiárida

Reservoirs are artificial ecosystems, intermediate between rivers and lakes, with diferent morphological and hydrological characteristics that can provide many important benefits to society. However, the use of this water for human consumption, watering livestock, leisure, irrigated agricultural production and pisciculture development, directly influence the increase loading of nutrients to aquatic environments and contribute to acceleration of eutrophication. Furthermore, global climate models are predicting a higher occurrence of extreme events such as floods and severe droughts, which will create hydrological stresses in lakes. In the semiarid northeast we can see the occurrence of these events, the drought of the years 2012, 2013 and 2014 was the worst drought in 60 years, according to the National Water Agency (ANA). Thus, this study aimed to evaluate the quality of the semiarid tropical water sources, identifying temporal patterns in periods with extreme hydrological events (floods and severe droughts). The study results showed that Gargalheiras and Cruzeta reservoirs presented significative changes in the limnological variables between rain and severe drought periods, with better appearance and in the most of the water quality variables in the rainy season and higher nutrientes concentrations and high electrical conductivity values in severe season, indicating decay of its quality. However, we found diferent behaviors between the reservoirs in severe drought. While Gargalheiras showed a typical behavior of the region, with high concentrations of algal biomass, indicating the worsening eutrophication, Cruzeta demonstrated a colapse in the total phytoplankton biomass, evidenced by the decrease in chla concentrations. This fact occurred because the low depth and proximity with the sediment facilited the inorganic solids resuspension and, consequently, resulted in turbid water column and light by limitation. In addition, the different behaviors between the reservoirs indicate that the responses of these environments problems such as extreme events must take into account factors such the region climate, size, depth of the reservoir and the basin characteristics.

Modelagem estatística e atribuições dos eventos de precipitação extrema na Amazônia brasileira

Intense precipitation events (IPE) have been causing great social and economic losses in the affected regions. In the Amazon, these events can have serious impacts, primarily for populations living on the margins of its countless rivers, because when water levels are elevated, floods and/or inundations are generally observed. Thus, the main objective of this research is to study IPE, through Extreme Value Theory (EVT), to estimate return periods of these events and identify regions of the Brazilian Amazon where IPE have the largest values. The study was performed using daily rainfall data of the hydrometeorological network managed by the National Water Agency (Agência Nacional de Água) and the Meteorological Data Bank for Education and Research (Banco de Dados Meteorológicos para Ensino e Pesquisa) of the National Institute of Meteorology (Instituto Nacional de Meteorologia), covering the period 1983-2012. First, homogeneous rainfall regions were determined through cluster analysis, using the hierarchical agglomerative Ward method. Then synthetic series to represent the homogeneous regions were created. Next EVT, was applied in these series, through Generalized Extreme Value (GEV) and the Generalized Pareto Distribution (GPD). The goodness of fit of these distributions were evaluated by the application of the Kolmogorov-Smirnov test, which compares the cumulated empirical distributions with the theoretical ones. Finally, the composition technique was used to characterize the prevailing atmospheric patterns for the occurrence of IPE. The results suggest that the Brazilian Amazon has six pluvial homogeneous regions. It is expected more severe IPE to occur in the south and in the Amazon coast. More intense rainfall events are expected during the rainy or transitions seasons of each sub-region, with total daily precipitation of 146.1, 143.1 and 109.4 mm (GEV) and 201.6, 209.5 and 152.4 mm (GPD), at least once year, in the south, in the coast and in the northwest of the Brazilian Amazon, respectively. For the south Amazonia, the composition analysis revealed that IPE are associated with the configuration and formation of the South Atlantic Convergence Zone. Along the coast, intense precipitation events are associated with mesoscale systems, such Squall Lines. In Northwest Amazonia IPE are apparently associated with the Intertropical Convergence Zone and/or local convection.

Segurança do paciente em terapia intensiva neonatal: identificação e análise de eventos adversos

The patient safety is a major concern in health services for its global dimension, as evidenced by the fragility of care processes that predispose an occurrence of adverse events. These events in a neonatal intensive care unit are considered serious and hazardous to lives of newborns. The present study aimed to identify and analyze adverse events in a neonatal intensive care unit based in Trigger Tool. It is an epidemiological, cross-sectional , exploratory, retrospective study with quantitative, descriptive and analytical approach, performed in 2015 at a school hospital. The sample was not probabilistic, involving 116 newborns who met the eligibility criteria. Data collection was performed by retrospective review of medical records, using a specific kind of "trigger" instrument, composed of sentinel events in neonatology, adapted from the American model used by the Vermont-Oxford Network. Data were analyzed using descriptive and inferential statistics. The chi-square test for linear trend was used to assess the associations between the variables of interest. The research received a favorable agreement from Ethics Committee of the Federal University of Rio Grande do Norte, under number 1055533, and Presentation Certificate for Ethics Assessment 43894515.6.0000.5537. The results show among investigated newborns, 110 experienced at least one adverse event during their stay, with a total of 391 medical records analyzed and rate of 3.37 events per patient. Prevailed the preterm newborns with low birth weight, from mother who had hypertensive diseases during pregnancy and urinary tract infection. The average hospitalization time was 25 days, associated with hospital-acquired infections events (p = 0.01). Among the identified adverse events stood out the events related to thermoregulation disorders (39.0%), with prevalence of hypothermia (26.0%), followed by health care-related infections (16.4%) and blood glucose disorders, hypoglycemia (9.00%) and hyperglycemia (6.64%). Most of these incidents were classified in categories E and F, which represents that there was damage small proportion. Due to these damages come from the care practice with newborn, 78% were classified as avoidable. There was statistically significant association between the variable birth weight with infections (p = 0.006) as well as peri/intraventricular bleeding (p = 0.02), hypoglycemia (p = 0.021), hyperglycemia (p = 0.001), hyperthermia (p = 0.39) and death (p=0,02). Gestational age was associated with seizures (p = 0.002), hyperglycemia (p=0.017) e hyperthermia (p=0.027). The security institution culture was reported by the health workers as intermediate, even though the number of adverse events found in only one unit of service indicates that there is much to be done. Thus the high rate of adverse events identified in the neonatal intensive care unit reinforces the necessity to elaborate specific preventive strategies for this risk environment.

Segurança do paciente em terapia intensiva neonatal: identificação e análise de eventos adversos

The patient safety is a major concern in health services for its global dimension, as evidenced by the fragility of care processes that predispose an occurrence of adverse events. These events in a neonatal intensive care unit are considered serious and hazardous to lives of newborns. The present study aimed to identify and analyze adverse events in a neonatal intensive care unit based in Trigger Tool. It is an epidemiological, cross-sectional , exploratory, retrospective study with quantitative, descriptive and analytical approach, performed in 2015 at a school hospital. The sample was not probabilistic, involving 116 newborns who met the eligibility criteria. Data collection was performed by retrospective review of medical records, using a specific kind of "trigger" instrument, composed of sentinel events in neonatology, adapted from the American model used by the Vermont-Oxford Network. Data were analyzed using descriptive and inferential statistics. The chi-square test for linear trend was used to assess the associations between the variables of interest. The research received a favorable agreement from Ethics Committee of the Federal University of Rio Grande do Norte, under number 1055533, and Presentation Certificate for Ethics Assessment 43894515.6.0000.5537. The results show among investigated newborns, 110 experienced at least one adverse event during their stay, with a total of 391 medical records analyzed and rate of 3.37 events per patient. Prevailed the preterm newborns with low birth weight, from mother who had hypertensive diseases during pregnancy and urinary tract infection. The average hospitalization time was 25 days, associated with hospital-acquired infections events (p = 0.01). Among the identified adverse events stood out the events related to thermoregulation disorders (39.0%), with prevalence of hypothermia (26.0%), followed by health care-related infections (16.4%) and blood glucose disorders, hypoglycemia (9.00%) and hyperglycemia (6.64%). Most of these incidents were classified in categories E and F, which represents that there was damage small proportion. Due to these damages come from the care practice with newborn, 78% were classified as avoidable. There was statistically significant association between the variable birth weight with infections (p = 0.006) as well as peri/intraventricular bleeding (p = 0.02), hypoglycemia (p = 0.021), hyperglycemia (p = 0.001), hyperthermia (p = 0.39) and death (p=0,02). Gestational age was associated with seizures (p = 0.002), hyperglycemia (p=0.017) e hyperthermia (p=0.027). The security institution culture was reported by the health workers as intermediate, even though the number of adverse events found in only one unit of service indicates that there is much to be done. Thus the high rate of adverse events identified in the neonatal intensive care unit reinforces the necessity to elaborate specific preventive strategies for this risk environment.