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Estratégias de comunicação e endomarketing aplicadas a uma escola do ensino superior: um estudo de caso
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Resumo(s)
A presente dissertação analisa as estratégias de comunicação interna e de en-domarketing aplicadas na Escola Superior de Tecnologia e Gestão de Lamego, unidade orgânica do Instituto Politécnico de Viseu, enquadrada no contexto do Ensino Superior português. O estudo parte do reconhecimento de que as insti-tuições de ensino superior enfrentam crescentes desafios competitivos, exigindo abordagens estratégicas que promovam o envolvimento dos colaboradores e re-forcem a cultura organizacional. O objetivo central consiste em analisar de que forma as práticas de comunicação interna e as iniciativas de endomarketing in-fluenciam a perceção, motivação e envolvimento de docentes, não docentes e estudantes, contribuindo para o desempenho institucional. Metodologicamente, adotou-se uma abordagem empírica aplicada, recorrendo a várias técnicas de recolha e análise de dados que permitiram avaliar os fluxos comunicacionais, os canais utilizados, as ferramentas digitais implementadas e a perceção dos públi-cos internos relativamente à eficácia das estratégias desenvolvidas. Os resulta-dos evidenciam que a existência de canais formais e informais diversificados, associada a práticas de comunicação simétrica e ações de valorização interna, promove maior alinhamento estratégico, sentimento de pertença, satisfação e compromisso organizacional. Conclui-se que a comunicação interna e o endo-marketing assumem um papel estratégico na consolidação da identidade institu-cional, recomendando-se o reforço do planeamento comunicacional, da partici-pação ativa dos colaboradores e da valorização contínua do capital humano como fatores essenciais para a sustentabilidade e competitividade da instituição.
This dissertation analyzes the internal communication and endomarketing strat-egies implemented at the Escola Superior de Tecnologia e Gestão de Lamego, an organic unit of the Instituto Politécnico de Viseu, within the context of Portu-guese Higher Education. The study is based on the recognition that higher edu-cation institutions face increasing competitive challenges, requiring strategic ap-proaches that promote employee engagement and strengthen organizational cul-ture. The main objective is to analyze how internal communication practices and endomarketing initiatives influence the perception, motivation, and engagement of faculty members, administrative staff, and students, thereby contributing to in-stitutional performance. Methodologically, an applied empirical approach was adopted, using data collection and analysis techniques that enabled the assess-ment of communication flows, communication channels, implemented digital tools, and the internal stakeholders’ perceptions regarding the effectiveness of the developed strategies. The findings show that the existence of diversified for-mal and informal channels, combined with symmetrical communication practices and internal appreciation initiatives, fosters greater strategic alignment, sense of belonging, satisfaction, and organizational commitment. It is concluded that inter-nal communication and endomarketing play a strategic role in consolidating insti-tutional identity, and it is recommended to strengthen communication planning, encourage active employee participation, and continuously value human capital as essential factors for the institution’s sustainability and competitiveness.
This dissertation analyzes the internal communication and endomarketing strat-egies implemented at the Escola Superior de Tecnologia e Gestão de Lamego, an organic unit of the Instituto Politécnico de Viseu, within the context of Portu-guese Higher Education. The study is based on the recognition that higher edu-cation institutions face increasing competitive challenges, requiring strategic ap-proaches that promote employee engagement and strengthen organizational cul-ture. The main objective is to analyze how internal communication practices and endomarketing initiatives influence the perception, motivation, and engagement of faculty members, administrative staff, and students, thereby contributing to in-stitutional performance. Methodologically, an applied empirical approach was adopted, using data collection and analysis techniques that enabled the assess-ment of communication flows, communication channels, implemented digital tools, and the internal stakeholders’ perceptions regarding the effectiveness of the developed strategies. The findings show that the existence of diversified for-mal and informal channels, combined with symmetrical communication practices and internal appreciation initiatives, fosters greater strategic alignment, sense of belonging, satisfaction, and organizational commitment. It is concluded that inter-nal communication and endomarketing play a strategic role in consolidating insti-tutional identity, and it is recommended to strengthen communication planning, encourage active employee participation, and continuously value human capital as essential factors for the institution’s sustainability and competitiveness.
Descrição
Palavras-chave
Ensino Superior Comunicação Endomarketing Organizações Motivação. Higher Education Communication Endomarketing Organizations Motivation.
Contexto Educativo
Citação
Editora
Licença CC
Sem licença CC