Browsing by Author "Coutinho, Mariana da Silva Pereira"
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- Plano de comunicação integrada de marketing para o lançamento da Gnóstica Medical CenterPublication . Coutinho, Mariana da Silva Pereira; Afonso, Carla Susana Moiteiro Ganito; Sebastião, Sónia PedroAs social beings, it is through communication that we establish social relations between people. By communicating well, we are being more effective in our relationships with others. Communication is a form of integration and cohesion of a group. In companies, the importance of communication is increasing. The message that an organization wants to convey to its target audience, to society, is as important as the message an organization intends to convey internally to its employees. This project, in order to obtain a Master's Degree in Communication Sciences, in the specialty of Communication, Marketing and Advertising, corresponds to the elaboration of an integrated marketing communication plan, in relation to a private health clinic, which intends to initiate activity in São Tomé and Príncipe, Gnóstica Medical Center. The challenge is to develop an appropriate communication strategy, not only in the area of health, but also in view of the state of health in a small, poor and insular country, where health is viewed from a disease perspective and not from a prevention perspective.