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Cultura organizacional e marketing numa empresa de formação
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Resumo(s)
Este relatório resulta do estágio realizado na empresa Global Estratégias, no
âmbito do Mestrado em Ciências da Educação na área de especialização em
Administração Educacional.
O presente relatório de estágio “Cultura Organizacional e Marketing numa
empresa de Formação” pretende reflectir acerca da cultura organizacional e o
funcionamento do Marketing na organização, assim como compreender de que
forma é que este é influenciado pela cultura organizacional e como é
percepcionado.
O estágio visou três objectivos. Em primeiro lugar, realizar a cultura
organização da Global estratégias, recorrendo aos contributos teóricos da
sociologia das organizações e da administração educacional. Em segundo lugar,
realizar um pequeno estudo centrado no funcionamento do Marketing da empresa,
para compreender de que forma é que este é influenciado pela cultura
organizacional e como é percepcionado. Finalmente, o terceiro objectivo visava a
vivência de uma experiência profissional, enquanto licenciada em ciências da
educação.
Para alcançar estes objectivos desencadeou-se uma investigação qualitativa,
onde utilizo instrumentos de recolha de dados que incidem na pesquisa arquivista,
a observação participante, as conversas informais e dois inquéritos por entrevistas
realizados à directora-geral da empresa.
Os resultados obtidos pelo estudo apontam para uma cultura de objectivos no
que toca ao funcionamento da empresa e sua influência no Marketing da mesma.
Contudo, o modo como o Marketing é percepcionado incide mais numa cultura virada
para a inovação.
Através desta minha experiência no mundo profissional, da metodologia
utilizada e da pequena investigação realizada pude compreender a cultura
organizacional existente bem como o funcionamento do Marketing e de que forma
a cultura do Marketing é produzida e a imagem da empresa projectada.
This report results from the internship in the company Global Estratégias, related to the Master of Science in Education specialization in Educational Administration. This internship report “Organizational culture and Marketing in Training Company” intends to reflect on the organizational culture and operation of the Marketing organization as well as to understand how it is that this is influenced by the organizational culture and how it perceived (image). The internship has three goals. First, performe the organizational culture of Global Estratégias, using theoretical contributions of the sociology of organizations and educational administration. Second, conduct a small study focused on the functioning of Marketing of the company, to understand how it is that this is influenced by the organizational culture and how it is perceived. Finally, the third objective was the experience of professional experience as a degree in education sciences. To achieve these goals has unleashed a qualitative research, which use data collection tools that affect the archivist research, participant observation, informal conversations and two interviews conducted to the director of the company. The results of the study point to a culture of objectives as regards the operation of the business and its influence on marketing. However, the way marketing is perceived focuses more on a turn culture for innovation. Through my work experience, the methodology used and the small investigation I could understand the existing organizational culture as well as the functioning of Marketing and how the Marketing culture is produced and the imagem of the projected company.
This report results from the internship in the company Global Estratégias, related to the Master of Science in Education specialization in Educational Administration. This internship report “Organizational culture and Marketing in Training Company” intends to reflect on the organizational culture and operation of the Marketing organization as well as to understand how it is that this is influenced by the organizational culture and how it perceived (image). The internship has three goals. First, performe the organizational culture of Global Estratégias, using theoretical contributions of the sociology of organizations and educational administration. Second, conduct a small study focused on the functioning of Marketing of the company, to understand how it is that this is influenced by the organizational culture and how it is perceived. Finally, the third objective was the experience of professional experience as a degree in education sciences. To achieve these goals has unleashed a qualitative research, which use data collection tools that affect the archivist research, participant observation, informal conversations and two interviews conducted to the director of the company. The results of the study point to a culture of objectives as regards the operation of the business and its influence on marketing. However, the way marketing is perceived focuses more on a turn culture for innovation. Through my work experience, the methodology used and the small investigation I could understand the existing organizational culture as well as the functioning of Marketing and how the Marketing culture is produced and the imagem of the projected company.
Descrição
Relatório de estágio, Educação (Área de especialidade em Administração Educacional), Universidade de Lisboa, Instituto de Educação, 2015
Palavras-chave
Cultura organizacional Marketing Formação Relatórios de estágio de mestrado - 2015