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Advisor(s)
Abstract(s)
O desenvolvimento da humanidade tem permitido realizar progressos nas demais áreas científicas, o que fez com que se chegasse ao contexto socioeconómico atual, onde a competitividade entre as partes integrantes é cada vez maior e isto também se aplica aos territórios. Atualmente, as entidades governamentais têm o desafio de definir estratégias que garantam que o seu território é atrativo e um bom sítio para se viver, trabalhar ou visitar, sendo o marketing territorial peça fundamental na definição da estratégia.
Por este motivo, o objetivo principal deste projeto é a realização de um plano de marketing para o município de Alenquer que contribua para o aumento da qualidade de vida dos residentes, do ponto de vista socioeconómico e que reforce a atratividade do concelho.
Para tal, procedeu-se a uma metodologia de investigação qualitativa, por via da análise ao território, fazendo o levantamento de dados relevantes do concelho, como também por via da realização de entrevistas ao executivo da Câmara Municipal de Alenquer e a outros stakeholders do território, onde se procedeu à análise de conteúdo, visando entender qual a perceção dos mesmos, face às ações de marketing territorial atuais.
Com base no conteúdo interpretado, foi elaborado o plano de marketing territorial, que irá ao encontro das necessidades e desejos dos stakeholders de Alenquer.
The development of humanity has made it possible to make progress in other scientific areas, which has led to the current socio-economic context, where competitiveness between the stakeholders is increasing and this also applies to territories. Currently, government entities face the challenge of defining strategies that ensure that their territory is attractive and a good place to live, work or visit, with place marketing being a fundamental part of the definition of the strategy. For this reason, the main objective of this project is to carry out a marketing plan for the municipality of Alenquer that contributes to increasing the quality of life of residents and that reinforces the attractiveness of the municipality. To this end, a qualitative research methodology was carried out, through analysis of the territory, collecting relevant data from the municipality, as well as through interviews with the executive of the Municipality of Alenquer and other stakeholders, where to content analysis, in order to understand their perception, given the current territorial marketing actions. Based on the interpreted content, a territorial marketing plan was prepared, which will meet the needs and desires of Alenquer's stakeholders. It was concluded that the wine sector is the territory's greatest asset, and the path of progress must have this sector as the core of the strategy. In the opposite direction, the health field is the most deficient in the territory. The Territorial Marketing Plan, when implemented, will have a strong impact on the management of the territory and on the lives of Alenquerenses. Essentially, it will bring new dynamics to the community and provide an improvement in the quality of life, with more infrastructure and services at its disposal, which will consequently make this territory a more attractive place.
The development of humanity has made it possible to make progress in other scientific areas, which has led to the current socio-economic context, where competitiveness between the stakeholders is increasing and this also applies to territories. Currently, government entities face the challenge of defining strategies that ensure that their territory is attractive and a good place to live, work or visit, with place marketing being a fundamental part of the definition of the strategy. For this reason, the main objective of this project is to carry out a marketing plan for the municipality of Alenquer that contributes to increasing the quality of life of residents and that reinforces the attractiveness of the municipality. To this end, a qualitative research methodology was carried out, through analysis of the territory, collecting relevant data from the municipality, as well as through interviews with the executive of the Municipality of Alenquer and other stakeholders, where to content analysis, in order to understand their perception, given the current territorial marketing actions. Based on the interpreted content, a territorial marketing plan was prepared, which will meet the needs and desires of Alenquer's stakeholders. It was concluded that the wine sector is the territory's greatest asset, and the path of progress must have this sector as the core of the strategy. In the opposite direction, the health field is the most deficient in the territory. The Territorial Marketing Plan, when implemented, will have a strong impact on the management of the territory and on the lives of Alenquerenses. Essentially, it will bring new dynamics to the community and provide an improvement in the quality of life, with more infrastructure and services at its disposal, which will consequently make this territory a more attractive place.
Description
Keywords
Marketing Territorial Desenvolvimento socioeconómico Gestão do território Atratividade do território