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Publication
Estratégias de Marketing Interno: Instituto dos Registos e do Notariado
| Name: | Description: | Size: | Format: | |
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| 5.23 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente projeto insere-se no mestrado em Gestão de Marketing, na vertente de
Marketing Interno e teve como objetivo analisar as práticas de marketing interno
existentes na organização a fim de propor e sugerir ações orientadas para o mercado
interno, ou seja, para os colaboradores. O relatório apresentado retrata os cinco
meses de estágio vividos no Instituto dos Registos e do Notariado (IRN), mais
concretamente no Gabinete de Controlo de Gestão e Relações Externas (GCGRE).
O principal objetivo do relatório passou por analisar e responder à seguinte
questão: “Qual o conjunto de recomendações estratégicas a serem implementadas
pelo IRN com vista à aplicação do Marketing Interno na organização”.
Para tal, em termos metodológicos, optou-se por uma metodologia qualitativa. As
principais técnicas utilizadas foram a análise documental, as entrevistas e a observação
participativa.
Após a análise do caso de estudo, conclui-se que o Marketing interno é
fundamental para o êxito das organizações. Este pode ser visto como um meio para
motivar e satisfazer os colaboradores a fim de melhorar a prestação de serviços dos
mesmos.
Em termos gerais, os resultados deste estudo de caso mostram que apesar do IRN
ainda não ter implementado um plano de Marketing Interno, já efetua algumas ações
e estratégias orientadas para o seu mercado interno.
Tendo construído meticulosamente um conjunto de ações para o IRN com base no
modelo conceptual, o projeto termina com algumas sugestões e orientações para a
organização.
This project is inserted in the master’s degree in marketing management, in the area of internal marketing and had as a purpose the analysis of the practices of internal marketing existing in the organization with the goal to propose and suggest actions destined to the internal market, the employees. This report talks about the five months of internship in “Instituto dos Registos e do Notariado (IRN)”, more precisely in “Gabinete de Controlo de Gestão e Relações Externas (GCGRE)”. The primary goal of the report was to analyze and answer the following question: “What are the set of strategic recommendations to be implemented by IRN with the purpose to apply the endomarketing in the organization?” For that, in methodological terms, a qualitative methodology was chosen. The primary techniques used were documental analysis, interviews and participative observation. After the analysis, the conclusion is that internal marketing is fundamental for the success of the organizations. It can be seen as a way to motivate and satisfy employees with the purpose of improving productivity. In general terms, this study’s result shows that despite IRN still doesn’t have implemented an internal marketing plan, they already execute some actions and strategies guided to their internal market. Having meticulously constructed a set of actions for IRN according to the conceptual model, the project ends with some recommendations and orientations for the organization.
This project is inserted in the master’s degree in marketing management, in the area of internal marketing and had as a purpose the analysis of the practices of internal marketing existing in the organization with the goal to propose and suggest actions destined to the internal market, the employees. This report talks about the five months of internship in “Instituto dos Registos e do Notariado (IRN)”, more precisely in “Gabinete de Controlo de Gestão e Relações Externas (GCGRE)”. The primary goal of the report was to analyze and answer the following question: “What are the set of strategic recommendations to be implemented by IRN with the purpose to apply the endomarketing in the organization?” For that, in methodological terms, a qualitative methodology was chosen. The primary techniques used were documental analysis, interviews and participative observation. After the analysis, the conclusion is that internal marketing is fundamental for the success of the organizations. It can be seen as a way to motivate and satisfy employees with the purpose of improving productivity. In general terms, this study’s result shows that despite IRN still doesn’t have implemented an internal marketing plan, they already execute some actions and strategies guided to their internal market. Having meticulously constructed a set of actions for IRN according to the conceptual model, the project ends with some recommendations and orientations for the organization.
Description
Keywords
Marketing Interno Colaboradores Satisfação Motivação