Applying tate´s conscious marketing plan to a hybrid organization: movimento transformers search for identity-image fit - promotion strategy for t-academy

Andrade, Vera Fraga de

http://hdl.handle.net/10362/144802

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Autores

Andrade, Vera Fraga de

Orientador(es)

Lages, Carmen

Resumo(s)

This work project consisted of developing a Marketing Plan for Movimento Transformers, a Hybrid Organization with the mission of increasing civic and social participation in the Portuguese youth. To do so, a strategic analysis of the market was performed, and the results displayed a misalignment between the organizational Brand Identity and Brand Image. Consequently, a Conscious Marketing Plan was implemented to correct the gap found. People, the third stage of the Plan, was considered with a focus on two of the stakeholders, consumers and community, so that recommendations on engaging a brand community arise to help narrow the identified misalignment.

Palavras-chave

Promotion Volunteering Conscious marketing plan Movimento transformers Organizational brand identity Brand image Hybrid organization Civic participation Social Awareness Youth Associative Movement