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Publication
Plano de Marketing: EF EDUCATION FIRST: viagens de grupos de alunos de escolas portuguesas ao estrangeiro para aprender línguas
| Name: | Description: | Size: | Format: | |
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| 19.6 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Como parte do processo de produção do presente relatório de
estágio, o investigador estagiou na EF Education First, uma escola de línguas
no estrangeiro, durante 5 meses. A empresa, de forma bastante geral,
conta com dois tipos de ofertas: viagens a título individual e em grupos de
alunos ao estrangeiro para aprender línguas.
Assim, surge o presente plano de marketing que pretende aumentar
a notoriedade e aumentar as vendas de viagens em grupos de alunos ao
estrangeiro para aprender línguas junto de escolas de 2º ciclo, 3º ciclo e/ou
ensino secundário da cidade de Lisboa, utilizando o modelo SOSTAC (Smith,
2022). A estratégia de marketing não se encontra sistematizada dentro da
empresa, desta forma e para atingir esse objetivo, recolheram-se dados
secundários e primários, estes últimos através do método WebQual 4.0
(Barnes & Vidgen, 2000), partilhado com professores de 2º ciclo, 3º ciclo e
ensino secundário de escolas públicas e privadas na cidade de Lisboa.
Foram medidas 3 dimensões – usabilidade, informação e interação com o
serviço - do website Teacher Zone a fim de perceber a sua perceção por
parte dos docentes. Foram recolhidas 8 respostas válidas, sendo a interação
com o serviço a dimensão com a avaliação mais baixa das 3 em estudo,
pelo que requer mais atenção no plano a ser desenvolvido.
Realizou-se também uma análise pormenorizada da concorrência,
das tendências na área do marketing e comunicação e com base nisso foi
desenhado um plano de marketing seguindo o modelo SOSTAC (Smith,
2022) a fim de chegar a utilizadores finais, os alunos; influenciadores de
compra, os professores; e a encarregados de educação, os decisores de
compra.
interned at EF Education First, an international language school, for 5 months. The company, in a very general way, has two types of offers: individual and group trips abroad for students to learn languages. Thus, this marketing plan aims to increase the notoriety and to increase the sales of group trips abroad for students to learn languages among 2nd cycle, 3rd cycle and/or secondary schools in Lisbon, using the SOSTAC model (Smith, 2022). The marketing strategy is not systematized within the company, so to achieve this goal, secondary and primary data were collected, the latter through the WebQual 4.0 method (Barnes & Vidgen, 2000), shared with 2nd cycle, 3rd cycle and secondary school teachers from public and public schools in the city of Lisbon. Three dimensions - usability, information, and interaction with the service - of the Teacher Zone website were measured to understand its perception by teachers. Eight valid answers were collected, being the interaction with the service the dimension with the lowest evaluation of the three under study, so it requires more attention in the plan to be developed. A detailed analysis of the competition, trends in marketing and communication was also carried out and, based on this, a marketing plan was designed following the SOSTAC model (Smith, 2022) to reach end users, the students; purchase influencers, the teachers; and parents, the purchase decision-makers.
interned at EF Education First, an international language school, for 5 months. The company, in a very general way, has two types of offers: individual and group trips abroad for students to learn languages. Thus, this marketing plan aims to increase the notoriety and to increase the sales of group trips abroad for students to learn languages among 2nd cycle, 3rd cycle and/or secondary schools in Lisbon, using the SOSTAC model (Smith, 2022). The marketing strategy is not systematized within the company, so to achieve this goal, secondary and primary data were collected, the latter through the WebQual 4.0 method (Barnes & Vidgen, 2000), shared with 2nd cycle, 3rd cycle and secondary school teachers from public and public schools in the city of Lisbon. Three dimensions - usability, information, and interaction with the service - of the Teacher Zone website were measured to understand its perception by teachers. Eight valid answers were collected, being the interaction with the service the dimension with the lowest evaluation of the three under study, so it requires more attention in the plan to be developed. A detailed analysis of the competition, trends in marketing and communication was also carried out and, based on this, a marketing plan was designed following the SOSTAC model (Smith, 2022) to reach end users, the students; purchase influencers, the teachers; and parents, the purchase decision-makers.
Description
Keywords
EF Education First Viagens de grupo de alunos ao estrangeiro Línguas estrangeiras Plano de marketing Planeamento estratégico Análise concorrencial Modelo SOSTAC