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Advisor(s)
Abstract(s)
O presente estudo retrata o projeto de criação de uma plataforma social de comunicação online entre instituições de ensino especial e pessoas portadoras de deficiência cognitiva e seus tutores. Para tal recorreu-se a dois sistemas de análise: revisão de literatura e realização de focus group.
A moldura concetual teórica aborda vários temas como Marketing, Marketing Tradicional, Marketing Social, Web 3.0, consumo web em Portugal e revelará de que forma as ferramentas do marketing podem contribuir para o crescimento das causas sociais e como devem ser utilizadas para não perderem a credibilidade.
O focus group foi realizado com o objetivo de ajudar a perceber as necessidades do mercado para o acesso a informação online sobre instituições do ensino especial.
O resultado final mostra-nos que existe a necessidade de construir um local online, agregador de informação, que possua todas as instituições de ensino especial existentes em Portugal, com as valências, terapêuticas, serviços, corpo docente e demais informações que sejam pertinentes para quem procura uma solução nesta área.
ABSTRACT: The presented essay portrays the project of creating a social platform for online communication between special education institutions and people with cognitive disabilities and their tutors. This work aims to confirm the feasibility of the project, using two systems of analysis: literature review and focus group. The conceptual framework covers several topics such as Marketing, Traditional Marketing, Social Marketing, Web 3.0, web consumption in Portugal and will reveal how the marketing tools can contribute to the growth of social causes and how they should be used so as not to lose credibility. The focus group was held to help understand market needs for access to online information about special education institutions. In the end, the results show us that there is a need to build an online place, an information compiler, which has all the special education institutions in Portugal, with the skills, therapeutics, services, faculty and other information that are relevant to whom is looking for a solution in this area.
ABSTRACT: The presented essay portrays the project of creating a social platform for online communication between special education institutions and people with cognitive disabilities and their tutors. This work aims to confirm the feasibility of the project, using two systems of analysis: literature review and focus group. The conceptual framework covers several topics such as Marketing, Traditional Marketing, Social Marketing, Web 3.0, web consumption in Portugal and will reveal how the marketing tools can contribute to the growth of social causes and how they should be used so as not to lose credibility. The focus group was held to help understand market needs for access to online information about special education institutions. In the end, the results show us that there is a need to build an online place, an information compiler, which has all the special education institutions in Portugal, with the skills, therapeutics, services, faculty and other information that are relevant to whom is looking for a solution in this area.
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 Marketing social Comunicação online Comportamento do consumidor Consumidores online Educação especial Plataformas digitais Portugal Social marketing Online communication Consumer behavior Online consumer Special education Digital platforms
Citation
RODRIGUES, Rita Gouveia Ferrão Oliveira – EPE, Ensino Português Especial: portal de comunicação entre instituições de ensino especial e pessoas portadores de deficiência cognitiva. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Trabalho de projeto.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social