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Publicação
Plano de Marketing para a Irmandade São Francisco Xavier
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Resumo(s)
O presente trabalho teve como principal objetivo a elaboração de um Plano de Marketing para a Irmandade São Francisco Xavier, que é uma organização sem fins lucrativos que desenvolve a sua atividade na área social.
O envelhecimento da população é o tema da atualidade e a preocupação do futuro, uma vez que o aumento do número de idosos exige uma adaptação ao mercado, no sentido de ir ao encontro às necessidades desta faixa etária e seus familiares.
As ferramentas de gestão, nomeadamente o Plano de Marketing, devem ser aliados na administração das instituições que não visam o lucro, mas que necessitam de ser sustentáveis para garantir a sua longevidade e continuidade da sua nobre missão.
Para a execução deste projeto elaborou-se uma revisão bibliográfica nas áreas do envelhecimento, institucionalização, economia social, marketing social, marketing digital, bem como sobre o Plano de Marketing. Procedeu-se à recolha de dados através de fontes de dados primários e secundários, à observação direta e participada de profissionais, utentes e stakeholders.
The main objective of this work was to develop a Marketing plan for the Saint Francis Xavier Brotherhood, which is a non-profit organization that operates in the social sector. The aging population is a current theme and a concern for the future, as the increase in the number of elderly people requires an adaptation to the market in order to meet the needs of this age group and their families. Management tools, particularly the Marketing plan, should be allies in the administration of institutions that are not profit-driven, but need to be sustainable to ensure their longevity and the continuation of their noble mission. For the execution of this project, a literature review was conducted in the areas of aging, institutionalization, social economy, social marketing, digital marketing, as well as on marketing plans. Data was collected through primary and secondary data sources, as well as through direct and participatory observation of professionals, users, and stakeholders.
The main objective of this work was to develop a Marketing plan for the Saint Francis Xavier Brotherhood, which is a non-profit organization that operates in the social sector. The aging population is a current theme and a concern for the future, as the increase in the number of elderly people requires an adaptation to the market in order to meet the needs of this age group and their families. Management tools, particularly the Marketing plan, should be allies in the administration of institutions that are not profit-driven, but need to be sustainable to ensure their longevity and the continuation of their noble mission. For the execution of this project, a literature review was conducted in the areas of aging, institutionalization, social economy, social marketing, digital marketing, as well as on marketing plans. Data was collected through primary and secondary data sources, as well as through direct and participatory observation of professionals, users, and stakeholders.
Descrição
Palavras-chave
Envelhecimento Institucionalização Marketing Social Plano de Marketing Marketing Digital Aging Institutionalization Social Marketing Marketing Plan Digital Marketing