Marketing for impact field lab - Centro de Educação para o Cidadão com Deficiência: analyzing and strengthening partner engagement

Abstract

This Master thesis consisted of analyzing CECD (Centro de Educação para o Cidadão com Deficiência), a Portuguese non-profit organization focused on supporting individuals with intellectual and developmental disabilities, and its current situations and organizational challenges within the social economy context. The purpose of the study is to recommend actionable strategies that will foster stakeholder relationship through strategic communication initiatives focused on partner engagement. In order to answer the overall project’s problem, insights were obtained through semi-structured interviews with employees, partners, and a marketing specialist, complemented with secondary data collection.