Mobile marketing process of an international event – Case: Falun2015 FIS Nordic World Ski Championships

Any other technology has never affected daily life at this level and witnessed as speedy adaptation as the mobile phone. At the same time, mobile media has developed to be a serious marketing tool for all kinds of businesses, and the industry has grown explosively in recent years. The objective of this thesis is to inspect the mobile marketing process of an international event. This thesis is a qualitative case study. The chosen case for this thesis is the mobile marketing process of Falun2015 FIS Nordic World Ski Championships due to researcher’s interest on the topic and contacts to the people around the event. The empirical findings were acquired by conducting two interviews with three experts from the case organisation and its partner organisation. The interviews were performed as semi-structured interviews utilising the themes arising from the chosen theoretical framework. The framework distinguished six phases in the process: (i) campaign initiation, (ii) campaign design, (iii) campaign creation, (iv) permission management, (v) delivery, and (vi) evaluation and analysis. Phases one and five were not examined in this thesis because campaign initiation was not purely seen as part of the campaign implementation, and investigating phase five would have required a very technical viewpoint to the study. In addition to the interviews, some pre-established documents were exploited as a supporting data. The empirical findings of this thesis mainly follow the theoretical framework utilised. However, some modifications to the model could be made mainly related to the order of different phases. In the revised model, the actions are categorised depending on the time they should be conducted, i.e. before, during or after the event. Regardless of the categorisation, the phases can be in different order and overlapping. In addition, the business network was highly emphasised by the empirical findings and is thus added to the modified model. Five managerial recommendations can be concluded from the empirical findings of this thesis: (i) the importance of a business network should be highly valued in a mobile marketing process; (ii) clear goals should be defined for mobile marketing actions in order to make sure that everyone involved is aware them; (iii) interactivity should be perceived as part of a mobile marketing communication; (iv) enough time should be allowed for the development of a mobile marketing process in order to exploit all the potential it can offer; and (v) attention should be paid to measuring and analysing matters that are of relevance

Preditores do empenhamento organizacional: práticas organizacionais virtuosas, justiça organizacional e marketing interno

Dissertação de Mestrado, Psicologia Social e das Organizações, Faculdade de Ciências Humanas e Sociais, Universidade do Algarve, 2015

Internal market orientation and market/oriented behaviours

Purpose – The purpose of this empirical paper is to investigate internal marketing from a behavioural perspective. The impact of internal marketing behaviours, operationalised as an internal market orientation (IMO), on employees' marketing and other in/role behaviours (IRB) were examined. Design/methodology/approach – Survey data measuring IMO, market orientation and a range of constructs relevant to the nomological network in which they are embedded were collected from the UK retail managers. These were tested to establish their psychometric properties and the conceptual model was analysed using structural equations modelling, employing a partial least squares methodology. Findings – IMO has positive consequences for employees' market/oriented and other IRB. These, in turn, influence marketing success. Research limitations/implications – The paper provides empirical support for the long/held assumption that internal and external marketing are related and that organisations should balance their external focus with some attention to employees. Future research could measure the attitudes and behaviours of managers, employees and customers directly and explore the relationships between them. Practical implications – Firm must ensure that they do not put the needs of their employees second to those of managers and shareholders; managers must develop their listening skills and organisations must become more responsive to the needs of their employees. Originality/value – The paper contributes to the scarce body of empirical support for the role of internal marketing in services organisations. For researchers, this paper legitimises the study of internal marketing as a route to external market success; for managers, the study provides quantifiable evidence that focusing on employees' wants and needs impacts their behaviours towards the market. © 2010, Emerald Group Publishing Limited

Petrofac International Limited: el mercadeo interno, una estrategia efectiva en el manejo de personal

Como futuros administrados es importante recordar que nuestra función no será únicamente crear una empresa y generar constantemente ingresos. Esto es una de tantas tareas que tiene una persona que se encamina por crear o ser parte de una empresa, sea grande o pequeña siempre existirán variables que con los años se han convertido más y más indispensables en los procesos de este recorrido. El tema principal de nuestro estudio de caso es entender el concepto del endomarketing o como muchos lo conocen marketing interno; en pocas palabras es algo que por años se ha visto su efectividad en la productividad y satisfacción de los empleados. Google es una de las multinacionales más grandes del mundo, que el ultimo reconocimiento fue por parte de uno de los ranking más influyentes “The World’s Billionaries” ocupando como el CEO de la compañía Larry Page el puesto #12 , que por años ha sabido invertir en su recurso más importante que son sus empleados. En una entrevista con la revista Fortune, Larry exclama que “es importante que la empresa sea una familia, que las personas sientan que son parte de la empresa, y que la empresa es como una familia para ellos. Cuando se trata a las personas de esa manera, se obtiene una mejor productividad”. Con este pequeño ejemplo e idea de cómo una de las marcas más influyentes en el mundo ha fortalecido su mejor recurso por años el cual le ha remunerado con el éxito que tiene hoy en día. Entonces es como el mercadeo interno o endomarketing siendo uno de los conceptos tratados en el mercadeo en general hoy en día, logrando meterse como un modelo de negocio en la mayoría de empresas que existen hoy. Este es uno de los motivos que nos motivó para desarrollar este estudio de caso que verán a continuación, el cual se basa en la investigación y análisis de variables que comprenden a la empresa Petrofac, y si bien ha sabido implementar el concepto en sus procesos diarios. El estudio de caso describe como a través de los años ha sabido implementar con éxito la herramienta de evaluación y análisis del mercado interno a los empleados que constituyen hoy en día Petrofac International Limited. Abarcaremos primero con los objetivos del estudio, seguido del inicio y crecimiento de la empresa en los últimos años, en que países tiene presencia y cuáles son sus proyectos más importantes hoy en día. El estudio de caso será implementado por un tipo de investigación descriptiva, que con la recopilación de suficiente información tanto cuantitativa como cualitativa nos ira fortaleciendo la hipótesis principal, usaremos datos estadísticos que serán recopilados de encuestas, entrevistas y focus group. Al final con el análisis y a las conclusiones que lleguemos se busca demostrar el impacto positivo que ha tenido los empleados de diferentes países y de diferentes culturas que poco a poco han influenciado a la empresa para alcanzar el éxito que ha logrado hasta ahora, y de la misma forma como la empresa ha influenciado en cada una de las vidas de estas personas sin importar el lugar en el que estén laborando, siempre la empresa busca que se sientan parte de ella. Como resultados generales, se obtienen argumentos que sustentan que la implementación del mercadeo interno le permite a la empresa generar ventajas competitivas y dinámicas, que son desarrolladas internamente para un futuro reflejarlas ante los clientes externos. El estudio permitió concluir que el mercadeo interno debe ser una estrategia de comunicación dentro de una empresa convirtiéndose de primera necesidad para la compañía, pues los beneficios que genera son cada vez más necesarios para cada área que abarca el negocio.

An evaluation approach for a new paradigm - health care integration

This paper explores an approach to the implementation and evaluation of integrated health service delivery. It identifies the key issues involved in integration evaluation, provides a framework for assessment and identifies areas for the development of new tools and measures. A proactive role for evaluators in responding to health service reform is advocated.

The role of cultural mega events in the enhancement of city’s image attributes: differences between engaged and attendee participants

In a time of fierce competition between regions, an image serve as a basis to develop a strong sense of community, which fosters trust and cooperation that can be mobilized for regional growth. A positive image and reputation could be used in the promotional activities of the region benefiting all the stakeholders as a whole. Mega cultural events are frequently used to attract tourists and investments to a region, but also to enhance the city’s image. This study adopts a marketing/communication perspective of city’s image, and intends to explain how the image of the city is perceived by their residents. Specifically, we intend to compare the perceptions of residents that effectively participated in the Guimarães European Capital of Culture (ECOC) 2012 (engaged residents), and the residents that only assisted to the event (attendees). Several significant findings are reported and their implications for event managers and public policy administrators presented, along with the limitations of the study.

Cultural mega-events and the enhancement of a city's image: differences between engaged participants and attendees

A city’s image can serve as the basis upon which to develop a strong sense of community. This, in turn, fosters trust and cooperation which may attract tourists and investment, and drive regional economic growth. One strategy to enhance a city’s image is to host cultural mega-events. This study focuses on Guimarães, one of the European Capitals of Culture of 2012, and adopts a marketing communication perspective to explore issues of city image. The objective of the study reported was to understand whether images of Guimarães improved after it hosted the cultural mega-event. To attain this goal, we compare the perceptions of residents who participated in the event (engaged participants) and attendees. Several significant findings are reported and their implications for event managers and public policy administrators are presented, along with the limitations of the study.

How can we help students to improve their creativity? – lessons learned from a case study

One of the main concerns of today’s organizations is to cope with the rapid pace of change while maintaining their competitive advantage. This means that firms must be innovative, create new knowledge and have new ideas constantly. Similarly, one of the main concerns of lecturers is to help students to develop creativity. According to some authors, new ideas, new thoughts, innovation can arise in an appropriate environment and with the development and train of adequate competences and skills. This means that although some persons were born more creative than others, it is possible to help those less creative to improve their innovative capacities and competences. The question that remains now is “how”. How can we, as lecturers and educators help our students to become more creative? In this paper we describe a Portuguese case study that took place at ISCAP (School of Accountancy and Administration of Porto – Portugal), in the course of Business Communication, in the unit “Marketing Communication” (3rd year (1st Bologna cycle), 1st semester). We will describe and characterize the situation at the beginning of the semester (situation A), explain the tasks and activities proposed to students and the final result (situation A2). We will discuss differences between situation A and A2, formulate some hypotheses concerning differences and draw some recommendations.

Feiras e exposições internacionais: um estudo exploratório dos fatores de decisão e motivação de participação numa feira internacional

Dissertação apresentada ao Instituto Superior de Contabilidade e Administração do Porto para obtenção do Grau de Mestre em Empreendedorismo e Internacionalização Orientada por Prof. Doutor José Freitas Santos

O endomarketing como factor de sucesso nas organizações: o impacto no empenhamento e na satisfação dos clientes internos da empresa PT PRO

A literatura descreve que as ações de endomarketing contribuem para a aproximação, interação e o bom relacionamento entre a empresa e os colaboradores. Sendo caracterizada como uma relação de troca, na qual a empresa fornece instrumentos capazes de promover o interesse dos colaboradores a participarem mais ativamente em toda a envolvente organizacional - através de ações que favoreçam o diálogo, sugestões, partilha de conhecimentos e informações, bem como relatos de situações corriqueiras ocorridas no dia-a-dia da empresa. Em contrapartida, à medida que o colaborador se sente valorizado pela empresa e pelos colegas, passa a perceber a importância do seu trabalho dentro da organização, permitindo que identifique o trabalho como algo prazeroso. Esta troca contribui para a produtividade e desenvolvimento da empresa, bem como a satisfação e empenhamento dos colaboradores no trabalho. Neste sentido, visando averiguar como esta situação é vivenciada na prática decidiu-se pela realização de um estágio, tendo como questão de estudo qual o impacto das ações de endomarketing no empenhamento e na satisfação dos clientes internos da PT PRO? Para responder a tal indagação foi realizado um estágio na empresa PT PRO, nomeadamente na Direção de Desenvolvimento de Mercado, Marketing e Formação. Apresentam-se ao longo do presente relatório a descrição das especificidades do estágio, tal como as principais ilações daí retiradas tendo através de pesquisas documentais (arquivo e documentos internos e Intranet), reuniões com a Direção de Marketing e com a tutora do estágio, tal como pela aplicação e análise de um inquérito por questionário aplicado aos colaboradores, chegando-se à conclusão que, de facto, as ações de endomarketing levadas a cabo pela empresa contribuem para o empenhamento e satisfação dos colaboradores.

Plano de comunicação: hábitos alimentares dos jovens portugueses

O intuito deste projecto de investigação é o de fazer um plano de comunicação para alterar o comportamento dos jovens face aos hábitos alimentares. O público-alvo desta comunicação são jovens entre os 16 e 21 anos. O problema em estudo neste trabalho são os hábitos alimentares dos jovens portugueses, tendo como objetivo a melhoria por parte dos jovens dos hábitos alimentares. Uma vez que estamos a alterar comportamentos e atitudes, este plano de comunicação insere-se no âmbito do marketing social. O presente projecto foi desenvolvido em três fases: primeiro foi feita uma revisão da literatura para perceber quais os hábitos alimentares dos jovens e o que já foi feito de comunicação para esta causa. Em seguida foi efectuado um questionário aos jovens para que fosse possível perceber o que consomem, as noções que têm de alimentação saudável e como se deve comunicar sobre hábitos alimentares com o target definido. Por fim, realizou-se uma estratégia de comunicação com base nas respostas dos inquiridos. A estratégia de comunicação é o mais adequada possível para os jovens, a fim de se conseguir passar a mensagem. De acordo com os resultados obtidos podemos perceber que muitos dos inquiridos não têm a melhor alimentação, contudo a maioria tem noção do que são bons hábitos alimentares. Relativamente aos meios para passar a mensagem, os inquiridos elegeram aqueles mais direcionados aos jovens. O resultado deste projecto foi um plano de comunicação com o objetivo dos jovens alterarem os seus hábitos alimentares. Este plano teve grande enfoque na publicidade, nas relações públicas e nos social media.

The role of cultural mega events in the enhancement of city’s image attributes: differences between engaged and attendee participants

In a time of fierce competition between regions, an image serve as a basis to develop a strong sense of community, which fosters trust and cooperation that can be mobilized for regional growth. A positive image and reputation could be used in the promotional activities of the region benefiting all the stakeholders as a whole. Mega cultural events are frequently used to attract tourists and investments to a region, but also to enhance the city’s image. This study adopts a marketing/communication perspective of city’s image, and intends to explain how the image of the city is perceived by their residents. Specifically, we intend to compare the perceptions of residents that effectively participated in the Guimarães European Capital of Culture (ECOC) 2012 (engaged residents), and the residents that only assisted to the event (attendees). Several significant findings are reported and their implications for event managers and public policy administrators presented, along with the limitations of the study

Definição de uma estratégia de comunicação online para a agência excentricGrey

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

Projeto de desenvolvimento de App de apoio ao cliente para operador de telecomunicações

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

The role of cultural mega events In the enhancement of city’s image attributes

In a time of fierce competition between regions, an image serve as a basis to develop a strong sense of community, which fosters trust and cooperation that can be mobilized for regional growth. A positive image and reputation could be used in the promotional activities of the region benefiting all the stakeholders as a whole. Mega cultural events are frequently used to attract tourists and investments to a region, but also to enhance the city’s image. This study adopts a marketing/communication perspective of city’s image, and intends to explain how the image of the city is perceived by their residents. Specifically, we intend to compare the perceptions of residents that effectively participated in the Guimarães European Capital of Culture (ECOC) 2012 (engaged residents), and the residents that only assisted to the event (attendees). Several significant findings are reported and their implications for event managers and public policy administrators presented, along with the limitations of the study.