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Marketing cultural: desenvolvimento de um plano de marketing para a Orquestra Académica da Universidade de Lisboa
| Name: | Description: | Size: | Format: | |
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| 1.99 MB | Adobe PDF |
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Abstract(s)
A Orquestra Académica da Universidade de Lisboa (OAUL) é uma orquestra destinada a criar um espaço de convívio e partilha da cultura e da música entre todos os elementos da comunidade académica da Universidade de Lisboa que tocam um instrumento.
Com a elaboração deste projeto, pretende-se criar um plano de marketing, para a temporada 2017/2018, para a Orquestra Académica da Universidade de Lisboa com a intenção de aumentar a sua visibilidade e torná-la numa referência no mundo das orquestras amadoras do país.
Este plano de marketing procura encontrar soluções para os problemas reais desta organização criada em 2014 e conta com o apoio e informações fornecidas por membros da mesma. Na sua elaboração utilizaram-se métodos quantitativos e qualitativos através de inquéritos e entrevistas.
As principais conclusões deste projeto relacionam-se com a aplicação do marketing no setor cultural e nas associações sem fins lucrativos e na necessidade subjacente de interligar estas áreas à OAUL. A valorização de um plano de marketing numa organização cultural é vital para estabelecer metas e atingir os objetivos pretendidos.
The Orquestra Académica da Universidade de Lisboa (OAUL) is an orchestra with the purpose of creating a space where all the members of this university that play an instrument can share culture and music. With this project, it is intended to create a marketing plan for the 2017/2018 OAUL season, with the aim of raising its visibility and making this orchestra a reference in the world of amateur orchestras. This marketing plan tries to find solutions for the real problems of this organization created in 2014 and has the support and information shared by its members. In this plan, quantitative and qualitative methods were used, through surveys and interviews. The main conclusions of this project are related with the appliance of marketing in the cultural sector and in the non-profit associations and the subjacent need of liking these two areas with OAUL. The appreciation of a marketing plan in a cultural organization is fundamental to establish goals and achieve them.
The Orquestra Académica da Universidade de Lisboa (OAUL) is an orchestra with the purpose of creating a space where all the members of this university that play an instrument can share culture and music. With this project, it is intended to create a marketing plan for the 2017/2018 OAUL season, with the aim of raising its visibility and making this orchestra a reference in the world of amateur orchestras. This marketing plan tries to find solutions for the real problems of this organization created in 2014 and has the support and information shared by its members. In this plan, quantitative and qualitative methods were used, through surveys and interviews. The main conclusions of this project are related with the appliance of marketing in the cultural sector and in the non-profit associations and the subjacent need of liking these two areas with OAUL. The appreciation of a marketing plan in a cultural organization is fundamental to establish goals and achieve them.
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Keywords
Arte Cultura Orquestra Marketing Cultural Planos de Marketing