A carregar...
Publicação
Plano de marketing : escola chinesa de Lisboa
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.22 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
O trabalho de projeto tem como objetivo geral o desenvolvimento de um plano de marketing na área de serviços, para o ano 2022, para a Escola Chinesa de Lisboa – a maior e mais antiga escola de ensino da língua chinesa e de divulgação da cultura chinesa em Portugal –, procurando melhorar os seus serviços, aumentar o número de alunos e, assim, conseguir uma melhoria nos resultados. No trabalho, foi implementada a metodologia action research, com vista a identificar os fatores diretamente ligados ao desempenho da escola e à recolha dos dados primários e secundários. Por um lado, aplicaram-se questionários com o objetivo de compreender as expetativas e perceções dos clientes da escola e identificar as redes sociais mais frequentemente usadas pels mesmos. Por outro, foram realizadas, de forma informal, entrevistas semiestruturadas à reitora e a algumas colaboradoras da escola para analisar a situação atual da instituição e identificar os aspetos a melhorar. Em primeiro lugar, com o planeamento das ações de melhoramento dos serviços, pretende-se um desenvolvimento contínuo dos mesmos. Em segundo lugar, com a implementação da tática de marketing-mix focada na comunicação nas redes sociais, consegue-se seguir e antecipar as necessidades do mercado e proporcionar uma oferta de valor superior. Por fim, procura-se atingir uma audiência mais vasta, identificar novos mercados-alvo e, consequentemente, conseguir reforçar a imagem e melhorar os desempenhos e resultados da escola.
The project has as its general objective the development of a marketing plan in the area of services, for the year 2022, for the Chinese School of Lisbon – the largest and oldest Chinese language teaching and Chinese culture dissemination school in Portugal aiming at improving its services, increasing the number of students and, thus, achieving better results. The action research methodology was implemented so as to identify factors directly linked to school performance and to collect primary and secondary data. On one hand, questionnaires were applied in order to understand the expectations and perceptions of the school's clients and to identify the social networks most frequently used by them. On the other hand, informal semi-structured interviews were conducted with the dean and some school collaborators to find out the current situation of the institution and identify aspects to improve. Firstly, through the implementation of actions to improve services, it is intended to continuously improve the latter. Secondly, with the implementation of marketing-mix tactics focused on social networks communication, it is possible to follow and anticipate market needs and thus provide services of a superior value. Finally, it is sought to reach a wider audience and identify new target markets, thus managing to improve the school's performance，reinforce the school’s image and enable better results.
The project has as its general objective the development of a marketing plan in the area of services, for the year 2022, for the Chinese School of Lisbon – the largest and oldest Chinese language teaching and Chinese culture dissemination school in Portugal aiming at improving its services, increasing the number of students and, thus, achieving better results. The action research methodology was implemented so as to identify factors directly linked to school performance and to collect primary and secondary data. On one hand, questionnaires were applied in order to understand the expectations and perceptions of the school's clients and to identify the social networks most frequently used by them. On the other hand, informal semi-structured interviews were conducted with the dean and some school collaborators to find out the current situation of the institution and identify aspects to improve. Firstly, through the implementation of actions to improve services, it is intended to continuously improve the latter. Secondly, with the implementation of marketing-mix tactics focused on social networks communication, it is possible to follow and anticipate market needs and thus provide services of a superior value. Finally, it is sought to reach a wider audience and identify new target markets, thus managing to improve the school's performance，reinforce the school’s image and enable better results.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Plano de Marketing Marketing Digital Marketing de Serviços Marketing-Mix Action Research Marketing Plan Digital Marketing Service Marketing
Contexto Educativo
Citação
Luo, Na (2021). "Plano de marketing : escola chinesa de Lisboa". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão