Marketing plan for a research centre: The CPES study

Praça, Rui Manuel Ferreira Maia da Cunha

http://hdl.handle.net/10400.26/42535

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Authors

Praça, Rui Manuel Ferreira Maia da Cunha

Advisor(s)

Duarte, Francisco

Abstract(s)

The following master’s final work arises in the context of a research scholarship held at INESC TEC's largest research centre, the Centre for Energy Systems better known as CPES. Founded more than 30 years ago, CPES is one of the oldest R&D centres in Portugal. Since the centre has never been submitted to any strategic restructuring plan at communication level, this project has as main objective to present a Marketing Plan for CPES, having as main goal its internationalization in the context of further increasing international notoriety. For the preparation of this project, data collection was carried out through interviews with those responsible for the centre, conversations with collaborators, analysis of several documents provided by the centre and analysis of information available online, which allowed the development of an internal and external analysis of CPES. Subsequently, actions were outlined to be implemented in order to achieve the proposed strategic objectives. This study shows that although CPES is well established in the market for its scientific rigor and the quality produced in its services and participated projects, the aspect of marketing is poorly developed with a weak communication and image, requiring a good strategic plan that enables it to stand out and make the best use of its potential.