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Advisor(s)
Abstract(s)
O Marketing pessoal está a ganhar cada vez mais relevo no meio empresarial, um pouco por todo o mundo. Este tema tem vindo a desenvolver-se em Portugal, mas é no Brasil e nos Estados Unidos que tem mais seguidores e onde existem mais investigações e artigos científicos. Atualmente não é suficiente ser bom profissional e ter as habilitações académicas indicadas ao desempenho de uma função. O Marketing passou também a ser pessoal, e quem o segue pode mesmo alcançar o sucesso.
Esta dissertação tem como objetivo final, analisar até que ponto o marketing pessoal é um fator determinante na construção de uma carreira de sucesso. Como ponto de partida deste estudo, tornou-se necessário perceber qual o entendimento e conhecimento que as pessoas têm acerca do conceito de Marketing Pessoal. Se o seguem, como o definem e saber de que modo este conceito e todas as ferramentas associadas, contribuem para a construção de uma carreira.
Foram por isso realizadas cinco entrevistas a chefias de empresas. Este trabalho tem como intenção, despertar consciências e alargar conceitos, uma vez que esta é uma temática pouco explorada, quer em termos académicos, quer empresariais. Para tal foi efetuada uma investigação exploratória de cariz qualitativo, onde para revisão da literatura foram também realizadas entrevistas semi-estrutadas.
Após a realização das entrevistas, estas foram transcritas e procedeu-se à análise de conteúdo. No fim os resultados sugerem que, a maioria dos entrevistados estão familiarizados com o conceito de Marketing Pessoal e seguem uma estratégia de carreira, considerando-se profissionais de sucesso. O coaching e a inteligência emocional são conceitos também conhecidos e praticamente indissociáveis para a maioria da amostra. As redes sociais e networking são consideradas determinantes por todos os entrevistados.
ABSTRACT: Personal Marketing is gaining more and more prominence in the business world, all over the world. This theme has been developing in Portugal, but in Brazil and the United States that has more followers, and where there are more investigations and scientific articles. Currently it is not enough to be good professional and have the academic qualifications indicated the performance of a function. Marketing has also to be personal, and those who follow can even achieve success. This work has as its ultimate goal, to examine how the personal marketing is a key factor in building a successful career. As a starting point of this study, it became necessary to determine which is the understanding and knowledge that people have about the concept of Personal Marketing. If the following, as defined and know how this concept and all associated tools, contribute to building a career. five interviews with managers of companies were therefore carried out. This work is intended, raise awareness and expand concepts, since this is a subject little explored, whether in academics or business. To this end it was made an exploratory research of qualitative nature, which for literature review was also conducted semi structured interviews. After the interviews, they were transcribed and proceeded to the content analysis. At the end the results suggest that the majority of the respondents are familiar with the concept of Personal Marketing and follow a career strategy, considering successful professionals. The coaching and emotional intelligence concepts are also known and practically inseparable for most of the sample. Social networks and networking are considered crucial by all respondents.
ABSTRACT: Personal Marketing is gaining more and more prominence in the business world, all over the world. This theme has been developing in Portugal, but in Brazil and the United States that has more followers, and where there are more investigations and scientific articles. Currently it is not enough to be good professional and have the academic qualifications indicated the performance of a function. Marketing has also to be personal, and those who follow can even achieve success. This work has as its ultimate goal, to examine how the personal marketing is a key factor in building a successful career. As a starting point of this study, it became necessary to determine which is the understanding and knowledge that people have about the concept of Personal Marketing. If the following, as defined and know how this concept and all associated tools, contribute to building a career. five interviews with managers of companies were therefore carried out. This work is intended, raise awareness and expand concepts, since this is a subject little explored, whether in academics or business. To this end it was made an exploratory research of qualitative nature, which for literature review was also conducted semi structured interviews. After the interviews, they were transcribed and proceeded to the content analysis. At the end the results suggest that the majority of the respondents are familiar with the concept of Personal Marketing and follow a career strategy, considering successful professionals. The coaching and emotional intelligence concepts are also known and practically inseparable for most of the sample. Social networks and networking are considered crucial by all respondents.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Marketing pessoal Coaching Inteligência emocional Redes sociais Networking Personal marketing Emotional intelligence Social media
Citation
FRESCATA, Catarina Isabel da Fraga - A influência do marketing pessoal na gestão de uma carreira de sucesso. Lisboa: Escola Superior de Comunicação Social, 2016. Dissertação de mestrado.
Publisher
Escola Superior de Comunicação Social