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Publication
Plano de marketing para o centro de artes e ofícios de Albufeira
| Name: | Description: | Size: | Format: | |
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| 2.96 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O Centro de Artes e Ofícios de Albufeira trata-se de um equipamento público pertencente
à Câmara Municipal de Albufeira destinado a atividades de divulgação de artes, técnicas,
saberes e produtos artesanais e integra uma componente informativa, formativa e
expositiva. Em abril de 2023, foi inaugurado o Centro de Artes e Ofícios instalado no edifício
do antigo Tribunal de Albufeira e localizado no centro histórico. O edifício foi reabilitado na
sequência da candidatura da entidade pública a fundos europeus, no âmbito da
necessidade de preservar a identidade e valorizar o património arqueológico e histórico da
cidade.
O objetivo deste projeto é desenvolver e implementar um plano de Marketing para a dar a
conhecer o novo equipamento municipal e as suas valências.
Numa primeira parte do trabalho, a metodologia utilizada é a pesquisa bibliográfica e
revisão de literatura sobre artes e ofícios tradicionais, marketing e mais especificamente o
marketing de serviços e no setor público, assim como planos de marketing e a sua
implementação. Tendo em conta o objetivo do projeto, a segunda parte, mais prática,
centra-se no desenvolvimento do plano de marketing composto por diversas etapas, desde
a análise da envolvente externa e interna, à definição da estratégia e dos objetivos de
marketing até à avaliação e controlo.
Pretende-se que o plano de marketing contribua para o sucesso e rentabilidade do Centro
de Artes e Ofícios de Albufeira e que este se torne numa referência na região algarvia para
as artes e ofícios em termos de revitalização, valorização e dinamização dessas áreas
tradicionais, através de serviços direcionados à população local e aos visitantes.
The Arts and Crafts Centre of Albufeira is a public facility belonging to Albufeira’s Town Council for the promotion of arts, techniques, traditional knowledge and craft products, and it includes information, training and exhibition areas. In April 2023, the Arts and Crafts Centre was inaugurated and is housed in the building of the old Albufeira’s Courthouse, located in the old city centre. The building was rehabilitated following the public entity's application for European funds, as part of the need to preserve the city's identity and enhance its archaeological and historical heritage. The aim of this project is to develop and implement a marketing plan to raise awareness of the new municipal facility and its activities. In the first part of the project, the methodology used is bibliographical research and literature review on traditional arts and crafts, marketing and more specifically services marketing and marketing in the public sector, as well as marketing plans and their implementation. Bearing in mind the aim of the project, the second, more practical part focuses on the development of the marketing plan, which consists of several stages, from analysing the external and internal environment, to defining the marketing strategy and objectives, to evaluation and control. It is intended that the marketing plan will contribute to the success and profitability of the Arts and Crafts Centre of Albufeira, thus becoming a reference in the Algarve region for arts and crafts in terms of revitalising, valuing and promoting these traditional areas, through services aimed at the local population and visitors.
The Arts and Crafts Centre of Albufeira is a public facility belonging to Albufeira’s Town Council for the promotion of arts, techniques, traditional knowledge and craft products, and it includes information, training and exhibition areas. In April 2023, the Arts and Crafts Centre was inaugurated and is housed in the building of the old Albufeira’s Courthouse, located in the old city centre. The building was rehabilitated following the public entity's application for European funds, as part of the need to preserve the city's identity and enhance its archaeological and historical heritage. The aim of this project is to develop and implement a marketing plan to raise awareness of the new municipal facility and its activities. In the first part of the project, the methodology used is bibliographical research and literature review on traditional arts and crafts, marketing and more specifically services marketing and marketing in the public sector, as well as marketing plans and their implementation. Bearing in mind the aim of the project, the second, more practical part focuses on the development of the marketing plan, which consists of several stages, from analysing the external and internal environment, to defining the marketing strategy and objectives, to evaluation and control. It is intended that the marketing plan will contribute to the success and profitability of the Arts and Crafts Centre of Albufeira, thus becoming a reference in the Algarve region for arts and crafts in terms of revitalising, valuing and promoting these traditional areas, through services aimed at the local population and visitors.
Description
Keywords
Plano de marketing Câmara Municipal de Albufeira Artes e ofícios tradicionais Marketing de serviços Marketing no setor público