Do buzz ao marketing viral : um estudo

Dissertação de Mestrado em Gestão de Empresas/MBA.

Desenvolvimento e procedimentos de validação de uma metodologia analítica por GC/MS/MS para a determinação de antidepressivos em sangue total

A depressão é uma das doenças de foro psiquiátrico que mais prevalece na nossa sociedade, subsistindo evidências epidemiológicas que indicam um aumento substancial da sua incidência nos últimos anos. Esta evidência é consubstanciada pelo aumento significativo do consumo de antidepressivos em Portugal. Este cenário pressupõe a necessidade de uma metodologia que permita analisar, com rigor e numa perspectiva de rotina, os antidepressivos que podem ser encontrados em amostras de sangue. No contexto do Serviço de Toxicologia Forense do Instituto Nacional de Medicina Legal, Delegação do Norte, torna-se necessário o desenvolvimento de uma metodologia analítica para a determinação simultânea de 15 antidepressivos em sangue total e a sua validação relativamente a vários parâmetros analíticos. Os antidepressivos considerados foram Amitriptilina, Citalopram, Clomipramina, N-Desmetilclomipramina, Dotiepina, Fluoxetina, Imipramina, Maprotilina, Mianserina, Mirtazapina, Nortriptilina, Paroxetina, Sertralina, Trimipramina e Venlafaxina. A técnica utilizada para este efeito foi o GC/MS/MS, aplicando um procedimento extractivo prévio apropriado, baseado em procedimentos convencionais de extracção em fase sólida. A escolha desta técnica teve por base a possibilidade de identificar inequivocamente os compostos presentes na amostra, independentemente da complexidade da matriz, e de originar metodologias com uma sensibilidade elevada e com limites de detecção muito baixos. Os parâmetros analíticos considerados para validação da metodologia estabelecida foram selectividade/especificidade e capacidade de identificação; limites de detecção e de quantificação; linearidade e gama de trabalho; eficiência de extracção; arrastamento; exactidão (precisão, veracidade e incerteza de medição) e robustez. Com excepção da exactidão, um parâmetro que carece ainda de estudos complementares, todos os parâmetros estudados foram validados de acordo com os requisitos internos do Serviço. De uma forma geral, os resultados obtidos com o método desenvolvido revelaram-se selectivos e apresentaram respostas analíticas tanto para concentrações de antidepressivos em níveis terapêuticos como para níveis letais destas drogas. Os procedimentos extractivos revelaram-se eficazes e não foram verificados fenómenos de arrastamento em concentrações mais elevadas. O método foi ainda considerado robusto.

Automatização dum carrinho de compras

Olhando para a necessidade de auxiliar o movimento dos carrinhos de compras nas grandes superfícies, surgiu a ideia de desenvolver um sistema de accionamento flexível, que pudesse ser adaptado a diferentes tipos de carrinhos. O sistema deveria ser também de baixo custo e ter potencial de industrialização. Como em qualquer sistema de accionamento eléctrico foi necessário dimensionar e seleccionar um controlador e um motor, no entanto, dados os requisitos relativos à adaptabilidade do sistema foi necessário um esforço significativo para o desenvolvimento dos componentes mecânicos de tracção e transmissão. Considerando os requisitos de portabilidade foi também desenvolvido um sistema de alimentação a partir de baterias e feito um estudo preliminar relativo ao sistema de carregamento de baterias a ser instalado nos locais de utilização. Após a concepção, foi construído um protótipo que depois foi instalado num carrinho de compras. Os testes realizados demonstraram a viabilidade do sistema, quer pelo auxílio que podem dar aos utilizadores, quer pela flexibilidade e potencial de comercialização.

Construção de um parque eólico industrial

Dissertação de Natureza Científica para obtenção do grau de Mestre em Engenharia Civil na Área de Especialização de Edificações

Marketing: estratégias de sucesso em tempos de crise económica

Mestrado em Gestão e Empreendedorismo

The Interactions between clients and providers of services related to marketing activities

The purpose of this paper is to analyze the business interactions involved in the purchase of services related to marketing activities. We build on the literature about business services classifications and the interaction between clients and providers of business services. An empirical study is conducted by means of a survey questionnaire. Data were collected from a sample of 80 buying firms of services related to marketing activities who agreed to cooperate and represent medium and large Portuguese’s firms. The results show that the buying of services related to marketing activities involves both the client and the provider in the interaction process. This paper contributes to understanding the interaction process of buying services related to marketing activities in terms of the parties involved, product/service exchange, financial and information exchange. Providers of services related to marketing activities can expect stable and preferred relationships if they can offer a good price and quality of service, meet the agreed deadlines and respond quickly to client orders. On the client’s side, the relevance, the characteristics and the wide diversity of services related to marketing activities requires a good understanding and management of the interaction portfolio with providers.

A fusão de dois mundos: convergência do mundo real e digital nas acções de marketing na rede

No passado, as acções publicitárias eram rotuladas como above the line e below the line, referindo-se à dicotomia de pontos de contacto com os públicos-alvo via Meios de Comunicação Social ou via Ponto de Venda. A esta dicotomia de meios e instrumentos, os anos 90 vieram trazer um terceiro ponto de contacto, crescentemente omnipresente e hegemónico, a world wide web ou rede, a que se acedia via computador. As acções de marketing e comunicação passaram então a rotular-se como online e offline, passando, não já a referir-se aos pontos de contacto, mas aos canais pelos quais circulavam as mensagens e acções das marcas. Desde o início deste século, o poder do digital veio crescendo, em software e hardware, em terminais e tecnologias, assistindo-se a uma transferência de esforços de comunicação, da esfera real para a esfera do digital. O deslumbramento pelo digital conquistou mesmo algumas marcas de dimensão mundial que hoje apostam integralmente o seu orçamento nesta forma de marketing, nas suas múltiplas facetas. Contudo, e porque se tem tornado óbvio que os públicos distribuem os seus favores por múltiplos touch points, para maximizar o impacto, assiste-se agora a um fenómeno único, potenciado por novas tecnologias que surgem todos os dias: em estratégias que se podem denominar de all-line, verifica-se a fusão entre dois mundos, mundo real e mundo digital, em múltiplas actividades de marketing que fazem convergir estas duas realidades em plataformas que vão do computador ao tablet, do smartphone à vending machine interactiva, do facebook ao Google maps, da imprensa tradicional ao pinterest. É esta convergência mundo real - mundo digital que abre agora novas oportunidades à comunicação publicitária, potenciando os ingredientes das marcas de sucesso no futuro: sensações (estímulo dos sentidos), intimidade e mistério, num cocktail suportado por uma nova criatividade.

Licensing endogenous cost-reduction in a differentiated Stackelberg model

In this paper we consider a differentiated Stackelberg model, when the leader firm engages in an R&D process that gives an endogenous cost-reducing innovation. The aim is to study the licensing of the cost-reduction by a two-part tariff. By using comparative static analysis, we conclude that the degree of the differentiation of the goods plays an important role in the results. We also do a direct comparison between our model and Cournot duopoly model.

Técnicas de rating em contexto de crise no setor bancário português

Dissertação para a obtenção do Grau de Mestre em Contabilidade e Finanças Orientador: Mestre Adalmiro Álvaro Malheiro de Castro Andrade Pereira

Accounting for the dissociating properties of organic chemicals in LCIA: an uncertainty analysis applied to micropollutants in the assessment of freshwater ecotoxicity

In life cycle impact assessment (LCIA) models, the sorption of the ionic fraction of dissociating organic chemicals is not adequately modeled because conventional non-polar partitioning models are applied. Therefore, high uncertainties are expected when modeling the mobility, as well as the bioavailability for uptake by exposed biota and degradation, of dissociating organic chemicals. Alternative regressions that account for the ionized fraction of a molecule to estimate fate parameters were applied to the USEtox model. The most sensitive model parameters in the estimation of ecotoxicological characterization factors (CFs) of micropollutants were evaluated by Monte Carlo analysis in both the default USEtox model and the alternative approach. Negligible differences of CFs values and 95% confidence limits between the two approaches were estimated for direct emissions to the freshwater compartment; however the default USEtox model overestimates CFs and the 95% confidence limits of basic compounds up to three orders and four orders of magnitude, respectively, relatively to the alternative approach for emissions to the agricultural soil compartment. For three emission scenarios, LCIA results show that the default USEtox model overestimates freshwater ecotoxicity impacts for the emission scenarios to agricultural soil by one order of magnitude, and larger confidence limits were estimated, relatively to the alternative approach.

Care cost for pregnant and parturient women with diabetes and mild hyperglycemia

OBJECTIVE: To compare inpatient and outpatient care costs for pregnant/parturient women with diabetes and mild hyperglycemia. METHODS: A prospective observational quantitative study was conducted in the Perinatal Diabetes Center in the city of Botucatu, Southeastern Brazil, between 2007 and 2008. Direct and indirect costs and disease-specific costs (medications and tests) were estimated. Thirty diet-treated pregnant women with diabetes were followed up on an outpatient basis, and 20 who required insulin therapy were hospitalized. RESULTS: The cost of diabetes disease (prenatal and delivery care) was US$ 3,311.84 for inpatients and US$ 1,366.04 for outpatients. CONCLUSIONS: Direct and indirect costs as well as total prenatal care cost were higher for diabetic inpatients while delivery care costs and delivery-postpartum hospitalization were similar. Prenatal and delivery-postpartum care costs were higher for these patients compared to those paid by Brazilian National Health System.

Mathematical aspects of the Heisenberg uncertainty principle within local fractional Fourier analysis

In this paper, we discuss the mathematical aspects of the Heisenberg uncertainty principle within local fractional Fourier analysis. The Schrödinger equation and Heisenberg uncertainty principles are structured within local fractional operators.

Legal and political regulation of higher education in Portugal: an evolutionary perspective on the current policy issues and the problem of order

The higher education system in Europe is currently under stress and the debates over its reform and future are gaining momentum. Now that, for most countries, we are in a time for change, in the overall society and the whole education system, the legal and political dimensions have gained prominence, which has not been followed by a more integrative approach of the problem of order, its reform and the issue of regulation, beyond the typical static and classical cost-benefit analyses. The two classical approaches for studying (and for designing the policy measures of) the problem of the reform of the higher education system - the cost-benefit analysis and the legal scholarship description - have to be integrated. This is the argument of our paper that the very integration of economic and legal approaches, what Warren Samuels called the legal-economic nexus, is meaningful and necessary, especially if we want to address the problem of order (as formulated by Joseph Spengler) and the overall regulation of the system. On the one hand, and without neglecting the interest and insights gained from the cost-benefit analysis, or other approaches of value for money assessment, we will focus our study on the legal, social and political aspects of the regulation of the higher education system and its reform in Portugal. On the other hand, the economic and financial problems have to be taken into account, but in a more inclusive way with regard to the indirect and other socio-economic costs not contemplated in traditional or standard assessments of policies for the tertiary education sector. In the first section of the paper, we will discuss the theoretical and conceptual underpinning of our analysis, focusing on the evolutionary approach, the role of critical institutions, the legal-economic nexus and the problem of order. All these elements are related to the institutional tradition, from Veblen and Commons to Spengler and Samuels. The second section states the problem of regulation in the higher education system and the issue of policy formulation for tackling the problem. The current situation is clearly one of crisis with the expansion of the cohorts of young students coming to an end and the recurrent scandals in private institutions. In the last decade, after a protracted period of extension or expansion of the system, i. e., the continuous growth of students, universities and other institutions are competing harder to gain students and have seen their financial situation at risk. It seems that we are entering a period of radical uncertainty, higher competition and a new configuration that is slowly building up is the growth in intensity, which means upgrading the quality of the higher learning and getting more involvement in vocational training and life-long learning. With this change, and along with other deep ones in the Portuguese society and economy, the current regulation has shown signs of maladjustment. The third section consists of our conclusions on the current issue of regulation and policy challenge. First, we underline the importance of an evolutionary approach to a process of change that is essentially dynamic. A special attention will be given to the issues related to an evolutionary construe of policy analysis and formulation. Second, the integration of law and economics, through the notion of legal economic nexus, allows us to better define the issues of regulation and the concrete problems that the universities are facing. One aspect is the instability of the political measures regarding the public administration and on which the higher education system depends financially, legally and institutionally, to say the least. A corollary is the lack of clear strategy in the policy reforms. Third, our research criticizes several studies, such as the one made by the OECD in late 2006 for the Ministry of Science, Technology and Higher Education, for being too static and neglecting fundamental aspects of regulation such as the logic of actors, groups and organizations who are major players in the system. Finally, simply changing the legal rules will not necessary per se change the behaviors that the authorities want to change. By this, we mean that it is not only remiss of the policy maker to ignore some of the critical issues of regulation, namely the continuous non-respect by academic management and administrative bodies of universities of the legal rules that were once promulgated. Changing the rules does not change the problem, especially without the necessary debates form the different relevant quarters that make up the higher education system. The issues of social interaction remain as intact. Our treatment of the matter will be organized in the following way. In the first section, the theoretical principles are developed in order to be able to study more adequately the higher education transformation with a modest evolutionary theory and a legal and economic nexus of the interactions of the system and the policy challenges. After describing, in the second section, the recent evolution and current working of the higher education in Portugal, we will analyze the legal framework and the current regulatory practices and problems in light of the theoretical framework adopted. We will end with some conclusions on the current problems of regulation and the policy measures that are discusses in recent years.

Uncertainty assessment approach for composite structures based on global sensitivity indices

The problem of uncertainty propagation in composite laminate structures is studied. An approach based on the optimal design of composite structures to achieve a target reliability level is proposed. Using the Uniform Design Method (UDM), a set of design points is generated over a design domain centred at mean values of random variables, aimed at studying the space variability. The most critical Tsai number, the structural reliability index and the sensitivities are obtained for each UDM design point, using the maximum load obtained from optimal design search. Using the UDM design points as input/output patterns, an Artificial Neural Network (ANN) is developed based on supervised evolutionary learning. Finally, using the developed ANN a Monte Carlo simulation procedure is implemented and the variability of the structural response based on global sensitivity analysis (GSA) is studied. The GSA is based on the first order Sobol indices and relative sensitivities. An appropriate GSA algorithm aiming to obtain Sobol indices is proposed. The most important sources of uncertainty are identified.

Plano de marketing para a empresa: Salss - Importação e Comércio Lda

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.