IPAM - Lisboa
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Browsing IPAM - Lisboa by advisor "Bicho, Marta"
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- An Optimal Digital Marketing Strategy for Integrated Early and Modern EFL-Methodologies in Official Exam Preparation Language School Start-upPublication . Bekett, Stiven; Bicho, MartaNowadays, almost all industries, educational institutions, and businesses require an official proof or certification of proficiency in English from certain credible entities such as Cambridge, ETS, and Official School of Languages; nonetheless, there are only a few language schools that offer a quality exam preparation and the majority of academies offer no methodology or an expert in language assessment and its components, thus, very often candidates struggle to go to the examination fully prepared or have to switch to another language academy starting the course from scratch losing fiscal investments and valuable time. This paper aims to discover by conducting a survey of candidates (learners) who failed to find their course and who plan to find a course to outline which elements of early and modern EFL methodologies can best contribute to English learners’ exam preparation to strategize the most optimal marketing communication for a new academy in the digital era through marketing mix and find a value proposition and impact that a new start-up language academy can bring via exploring lean canvas created by Ash Maurya. Results showed the optimal segments for a new start-up project and their needs in online exam preparation, their readiness for online and blended learning vs face-to-face traditional classes and what the course should include when learning online as well as autodidactic language acquisition and how language academies can eliminate negative washback in language acquisition and boost learner’s level of English.
- Business process management (BPM): towards optimizing productivity and efficiency within a digital startupPublication . Nassar, Ashraqat Sherin Helmy Hassan Hussien; Bicho, MartaBusiness Process Management (BPM) aids in overcoming fragmentation of business processes within an organization by introducing tools that automate the workflow and activities to deliver value to clients, while the company efficiently uses its resources to improve performance. Thus a digital startup functions by aligning business activities with customer needs and determining how to deploy, monitor and measure company resources. Previous studies shed light on challenges in dynamic BPM, Business Process Modeling Notation (BPMN), and BPM technologies. In this paper, further research is conducted to answer the following question: how can a digital startup optimize its business process management to overcome business process fragmentation? The research design focused on a pragmatism approach (Parija & Kate, 2018) tackled through a survey to question employees’ understanding of business process lifecycle and fragments within as well as gather quantitative and qualitative data. Results showed that out of the 118 respondents, 53% do not automate their processes. Out of those 53%, 40% are aiming to use business process management softwares and 25% are interested in automation, but see it as a challenge for their companies.
- Guia de Gestão de Programa de Afiliados em PortugalPublication . Gomes, Vanessa Nair Barros; Bicho, MartaO seguinte projeto foi criado em virtude da acensão do marketing de afiliados, que é uma das ferramentas chave para o sucesso de grandes empresas no mundo do e-commerce como a Amazon. Não obstante esta tendência internacional, o mercado português ainda não aderiu como é possível observar internacionalmente. Para que as empresas possam compreender na totalidade as mais valias do marketing de afiliados, surgiu este projeto que expõe simplificadamente como marketing de afiliados pode ser integrado nas tarefas de uma empresa. Sendo que o principal foco deste projeto é capacitar as lojas de e-commerce em Portugal a entender o potencial do marketing de afiliados como meio de promoção e como promover os seus produtos através desta estratégia, isto tendo em conta a opinião de pessoas afiliadas em programas de afiliação e consumidores. Em sequência, são ilustradas formas de erguer a marca da empresa na mente dos consumidores entregando valor e por sua vez elevando o lucro.
- Luxury brands on social mediaPublication . Basalka, Valerie; Bicho, MartaSocial media has become exceptionally important for businesses, and luxury brands are no exception to this development. The struggle to preserve the exclusive and rare image of luxury brands has led to neglect the opportunities by social media in previous years. However, it has now emerged as a crucial component of their marketing strategies. This master thesis investigates the utilization of social media by luxury brands to attract luxury shoppers. To obtain current insights, a thorough literature review was combined with a qualitative method implementing two techniques. Firstly, qualitative semi-structured interviews were conducted with luxury experts, and secondly, a content analysis was undergone on Instagram accounts of luxury brands such as Louis Vuitton, Hermès, and Jacquemus. This thesis explores the many facets of social media and luxury as well as the diverse behaviours and intentions of luxury consumers. Key findings were generated from the research: Firstly, luxury brands use various social media tactics, including storytelling, high-quality photography, video content, partnerships with influencers and celebrities, and behind-the-scenes glimpses, all while subtly integrating the luxury characteristics. Secondly, the research reveals the importance of aligning social media strategies with brand identity and values to maintain authenticity and credibility. Furthermore, the thesis emphasizes the significance of tailoring strategies for different luxury market segments, such as quiet and loud luxury brands, while also underlining the importance of understanding the target groups. Ultimately, this thesis contributes to a deeper understanding of luxury brands on social media and provides valuable insights for luxury marketers aiming to navigate social media´s complexities to attract luxury shoppers.
- O Marketing Experimental e a Experiência criada pelas marcas: Estudo de caso IKEAPublication . Robalo, Ana Luísa Correia; Farinha, Nuno João Marques; Bicho, MartaO marketing tradicional, baseado apenas em transações, é insuficiente para o mercado nos dias de hoje, devido às exigências de um consumidor cada vez mais participativo e seletivo. Uma natural evolução, assente no Marketing Relacional e nas relações entre marca e consumidor ocorreu, e a economia das experiências alterou a forma como as marcas trabalham o mercado e as suas variantes. O conceito de experiência foi introduzido, o que conceptualizou o marketing experimental. A criação de experiências, transformando a experiência de loja e o consumo em algo memorável e apelativo aos lados emocional, sensorial e comportamental, e não só ao lado cognitivo é motivo diferenciador para os consumidores entre as marcas. Assim, esta dissertação tem como principal objetivo perceber como o Marketing Experimental afeta a experiência de loja dos consumidores e como é que as experiências são percebidas pelos consumidores, tendo como estudo de caso o IKEA. Serão analisados vários fatores em função de características sociodemográficas. Inicialmente, são revistos alguns conceitos ligados ao Marketing Experimental, às experiências e ao comportamento do consumidor. Posteriormente, foram realizados inquéritos a consumidores identificando a perceção dos mesmos em relação aos fatores a estudar. Finalmente, tendo como base a revisão de literatura e os resultados obtidos dos questionários, verificou-se se a pergunta de partida é ou não respondida. O estudo demonstra que o IKEA é capaz de produzir boas experiências e de gerar um bom nível de emoções e satisfação, com uma possível lealdade.
- Student´s Satisfaction with the Experiential Learning Hyflex: the case study of IpamPublication . Camejo, Maria João de Figueiredo e Salles; Bicho, Marta; Abreu, RicardoThis study aims to assess which variables contribute the most to the undergraduate and master’s Students’ Satisfaction at IPAM Lisboa and IPAM Porto, regarding the new academic model adopted in these Higher Education Institutions - the Experiential Learning HyFlex. For this purpose, the Structural Equation Model proposed by Alves and Raposo (2007) was adapted, considering the constructs of Image, Expectations, Perceived Quality and Perceived Value, antecedents of Students’ Satisfaction. Data were collected through an online questionnaire using the SurveyMonkey platform, whose link was shared by e-mail with the 992 students eligible for the study. The validation and adjustment of the Alves & Raposo (2007) model were performed through a Confirmatory Factor Analysis, by means of the Maximum Likelihood statistical methodology, using the AMOS software (v. 27). The use of this software also allowed the analysis of direct and indirect effects between the constructs, performing the Bootstrap random resampling method. As far as outputs are concerned, it was found that all constructs have a positive and statistically relevant direct effect on the others, with exception of Expectations, which shows a negative and not statistically relevant direct effect on the constructs of Perceived Value and Students’ Satisfaction. At the end of the analysis, it was possible to conclude that the construct that most contributes, on a positive and statistically significant direct way, to Students’ Satisfaction with Experiential Learning HyFlex is Perceived Quality, i.e., the perception of quality that students have retained from the new academic model.
- The Anatomy of a Strategic Personal Brand: AGHATA LOBOPublication . Silva, Aghata Alves da; Bicho, MartaO presente projeto profissional tem como principal objetivo a busca e elaboração da anatomia de uma marca pessoal estratégica, tendo como base o estudo de caso da marca Aghata Lobo. O projeto foi criado para responder quais são as características fundamentais que precisam estar presentes em uma marca pessoal para que ela seja a escolha do consumidor brasileiro. Assim, o propósito é estruturar a recém-criada marca Aghata Lobo para que ela se torne (i) uma marca sólida e coerente, que chegue ao mercado para atender às reais necessidades do consumidor; (ii) desenvolver uma imagem forte e cativante para esta marca e, por fim (iii) construí-la com atributos internos e externos que inspirem confiança e conexão com o público, tudo com o intuito de desenvolver uma marca que se destaque e traga resultados. Além da revisão da literatura abordando os tópicos de marca e branding, as estratégias do branding e as expressões da marca, para atingir os objetivos elencados, foram coletados dados primários por meio de um questionário online. Com a análise dos dados, foi possível entender como o consumidor brasileiro se comporta diante do consumo online, suas perceções em relação a novas marcas e as características relevantes que uma marca precisa ter para conquistá-los. Assim, foi possível desenvolver a anatomia da marca pessoal Aghata Lobo, desde sua estrutura interna até sua estrutura externa, com base na Framework “Anatomy of a strategic brand” cujo criador não é conhecido, mas que teve colaboradores notáveis a influenciaram, como Aaker, Keller e Kapferer. Desta maneira, convertendo Aghata Lobo em uma marca estratégica coerente, sólida, única e lucrativa.