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Abstract(s)
Tendo como premissa a importância do marketing e da comunicação como ferramentas de gestão fundamentais para qualquer organização, a presente investigação pretendeu conhecer e compreender as diferentes especificidades do Serviço de Documentação e Informação da Faculdade de Engenharia do Porto, com o propósito de apresentar um Plano de Marketing e Comunicação.
A metodologia utilizada foi o estudo de caso numa abordagem qualitativa com recurso a entrevistas estruturadas aos responsáveis pelos diferentes serviços. O estudo de caso consiste numa abordagem metodológica de investigação particularmente adequada quando se procura compreender, explorar ou descrever acontecimentos e contextos complexos, nos quais estão simultaneamente envolvidos diversos fatores.
A análise da informação recolhida, quer no âmbito da revisão bibliográfica, quer das entrevistas, permitiu assinalar determinadas lacunas no âmbito do planeamento estratégico, quer a nível interno, quer a nível externo. Neste quadro de referência e dentro de uma linha de pensamento, na qual tanto o marketing como a comunicação são influenciados por constantes mudanças, evidenciou-se como necessário o desenvolvimento de estratégias que possibilitam enfrentar o mercado de forma sustentável.
De facto, o marketing da informação pode contribuir como abordagem inovadora sobre a gestão de unidades de informação. O conhecimento das técnicas de marketing aplicadas à gestão da informação e do conhecimento torna-se fundamental no momento em que a sociedade, em constantes transformações, é cada vez mais digital.
Neste contexto, e com base no diagnóstico efetuado foi elaborado um Plano de Marketing e Comunicação para os Serviços de Documentação e Informação da Faculdade de Engenharia da Universidade do Porto, com vista ao reforço da sua imagem junto dos utilizadores reais, mas também, com o objetivo de captação de novos utilizadores.
Having as a premise the importance of marketing and communication as fundamental management tools for any organization, the present research aimed to know and understand the different specificities of the Documentation and Information Service of the Faculty of Engineering of Porto, with the purpose of presenting a Plan of Marketing and Communication. The methodology used was the case study in a qualitative approach using structured interviews with those responsible for the different services. The case study is a particularly appropriate methodological approach to research when it comes to understanding, exploring or describing complex events and contexts in which various factors are simultaneously involved. The analysis of the information collected, both in the context of the bibliographic review and the interviews, allowed to point out certain shortcomings in the scope of strategic planning, both internally and externally. Within this frame of reference and within a line of thinking, in which both marketing and communication are influenced by constant changes, it became evident as necessary the development of strategies that allow facing the market in a sustainable way. In fact, information marketing can contribute as an innovative approach to the management of information units. Knowledge of marketing techniques applied to the management of information and knowledge becomes fundamental at a time when society, in constant transformation, is increasingly digital. In this context, and based on the diagnosis made, a Marketing and Communication Plan for the Documentation and Information Services of the Faculty of Engineering of the University of Porto was elaborated with a view to reinforcing its image among real users, but also with the objective of attracting new users.
Having as a premise the importance of marketing and communication as fundamental management tools for any organization, the present research aimed to know and understand the different specificities of the Documentation and Information Service of the Faculty of Engineering of Porto, with the purpose of presenting a Plan of Marketing and Communication. The methodology used was the case study in a qualitative approach using structured interviews with those responsible for the different services. The case study is a particularly appropriate methodological approach to research when it comes to understanding, exploring or describing complex events and contexts in which various factors are simultaneously involved. The analysis of the information collected, both in the context of the bibliographic review and the interviews, allowed to point out certain shortcomings in the scope of strategic planning, both internally and externally. Within this frame of reference and within a line of thinking, in which both marketing and communication are influenced by constant changes, it became evident as necessary the development of strategies that allow facing the market in a sustainable way. In fact, information marketing can contribute as an innovative approach to the management of information units. Knowledge of marketing techniques applied to the management of information and knowledge becomes fundamental at a time when society, in constant transformation, is increasingly digital. In this context, and based on the diagnosis made, a Marketing and Communication Plan for the Documentation and Information Services of the Faculty of Engineering of the University of Porto was elaborated with a view to reinforcing its image among real users, but also with the objective of attracting new users.
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Keywords
Comunicação Documentação e informação Marketing de serviços Plano de marketing Marketing plan Communication Documentation and information Marketing services