| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.83 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Atualmente, os colaboradores são reconhecidos como elementos fundamentais para as
organizações. Muitas instituições utilizam estratégias de marketing interno para estimularem os
seus públicos internos. As instituições que não o fazem, arriscam todas as suas campanhas e
ações de marketing (externo). Um colaborador nada motivado, informado e formado poderá
transmitir uma informação incorreta aos clientes, gerando uma insatisfação nesse cliente. Assim,
devemos consciencializar todos os setores, sejam públicos ou privados, que as ações de
marketing interno são cruciais e mantém os colaboradores satisfeitos com as suas funções. A
própria instituição deve lutar para alterar determinadas políticas que desfavorecem o colaborador,
permitindo coloca-los em funções que mais se adequam, de acordo com as suas competências,
para satisfazê-los nesse aspeto. Com os colaboradores motivados é possível atingir os objetivos
organizacionais no mercado em que a organização atua.
Este paradigma, a importância dada ao colaborador, é quase inexistente na administração
pública portuguesa, ou seja, não existe uma consciência do seu mercado interno. Isto permite que
todas as suas ações, campanhas e benefícios aos cidadãos, possam estar comprometidas. Existem
ações de gestão de recursos humanos, marketing público e relações públicas (internas e externas),
no entanto, os programas de marketing interno são escassos. Nesse contexto foi desenvolvido um
trabalho projeto de marketing interno, aplicado a um organismo público: a Guarda Nacional
Republicana.
O presente trabalho projeto desenvolveu uma investigação de suporte, metodologicamente
do tipo quantitativo e operacionalizada através da aplicação de um inquérito por questionário a
1354 colaboradores da GNR (militares e civis), que nos indicou as suas necessidades. Nesse
sentido, emergiu o desenvolvimento do presente trabalho projeto, aplicando estratégias internas e
ações focadas nos colaboradores.
Os programas de marketing interno baseiam-se em estratégias de marketing
complementadas à gestão de recursos humanos. Para as estratégias de marketing interno, o
colaborador torna-se cliente interno, alvo de ações que permitam estimular e satisfazer as suas
necessidades enquanto elemento daquela organização.
ABSTRACT: Today, employees are recognized as key elements for organizations. Many institutions use internal marketing strategies to stimulate their internal audiences. The institutions who don’t used, risk all their marketing campaigns and actions (external). An employee who is not motivated, informed and trained may transmit incorrect information to clients, generating a dissatisfaction in this client. We must raise awareness of all sectors, whether public or private, that internal marketing actions are crucial and keep employees satisfied with their functions. The institution itself must strive to change certain policies that disadvantage the employee, allowing them to put them in functions that are more appropriate, according to their competencies, to satisfy them in that aspect. With motivated employees, it is possible to achieve organizational goals in the market were operates. This paradigm, the importance given to the employee, is almost non-existent in the portuguese public administration, that is, there is no awareness of its internal market. This allows all the actions, campaigns and benefits to citizens to be compromised. There are actions of human resources management, public marketing and public relations (internal and external), however, internal marketing programs are scarce. In this context, a project was developed for internal marketing, applied to a public service: the Guarda Nacional Republicana. The present project work developed a support investigation, methodologically of the quantitative type and operationalized through the application of a questionnaire survey to 1354 GNR employees (military and civil), who indicated their needs. In this sense, the development of this project work emerged, applying internal strategies and actions focused on employees. Internal marketing programs are based on marketing strategies complemented with human resource management. For the internal marketing strategies, the employee becomes an internal customer, the target of actions that stimulate and satisfy their needs as a member of that organization.
ABSTRACT: Today, employees are recognized as key elements for organizations. Many institutions use internal marketing strategies to stimulate their internal audiences. The institutions who don’t used, risk all their marketing campaigns and actions (external). An employee who is not motivated, informed and trained may transmit incorrect information to clients, generating a dissatisfaction in this client. We must raise awareness of all sectors, whether public or private, that internal marketing actions are crucial and keep employees satisfied with their functions. The institution itself must strive to change certain policies that disadvantage the employee, allowing them to put them in functions that are more appropriate, according to their competencies, to satisfy them in that aspect. With motivated employees, it is possible to achieve organizational goals in the market were operates. This paradigm, the importance given to the employee, is almost non-existent in the portuguese public administration, that is, there is no awareness of its internal market. This allows all the actions, campaigns and benefits to citizens to be compromised. There are actions of human resources management, public marketing and public relations (internal and external), however, internal marketing programs are scarce. In this context, a project was developed for internal marketing, applied to a public service: the Guarda Nacional Republicana. The present project work developed a support investigation, methodologically of the quantitative type and operationalized through the application of a questionnaire survey to 1354 GNR employees (military and civil), who indicated their needs. In this sense, the development of this project work emerged, applying internal strategies and actions focused on employees. Internal marketing programs are based on marketing strategies complemented with human resource management. For the internal marketing strategies, the employee becomes an internal customer, the target of actions that stimulate and satisfy their needs as a member of that organization.
Description
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como requisito parcial para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Plano de marketing Marketing interno Estratégias de marketing Comunicação interna Endomarketing Cultura militar Guarda Nacional Republicana Portugal Marketing plan Internal marketing Marketing strategies Internal communication Military culture
Citation
RODRIGUES, Luís Miguel Salsinha Ribeiro – Plano de Marketing Interno para a Guarda Nacional Republicana. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Trabalho de projeto.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social