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Abstract(s)
O objetivo desta tese de mestrado é compreender a influência de campanhas de marketing social na prevenção do cancro da pele, com foco em Portugal, com o caso da APCC (Associação Portuguesa de Cancro Cutâneo).
Em primeiro lugar, foi realizada uma revisão de literatura sobre marketing social para compreender o seu conceito, evolução, aplicações e ferramentas para estudar a mudança de comportamentos. A revisão de literatura versou também o tema do cancro da pele, para perceber o que é o cancro da pele, que tipos existem, de forma a contextualizar o tema. Além disso, foram também destacadas as campanhas de prevenção de cancro da pele em Portugal com o caso da APCC.
Em segundo lugar, foram recolhidos e analisados dados através de uma combinação de pesquisa primária (entrevistas a pessoas envolvidas nas campanhas da APCC) e pesquisa secundária (análise de dados de questionários sobre comportamentos de prevenção do cancro da pele realizados em campanhas da APCC).
Por fim, foi apresentado um brief para uma campanha de marketing social, com a apresentação de recomendações sobre a segmentação, os objetivos de comunicação e a estratégia do marketing mix para futuras campanhas de prevenção do cancro da pele a serem implementadas em Portugal.
The objective of this master thesis is to understand the influence of social marketing campaigns on skin cancer prevention, focusing on Portugal with the case of APCC (Associação Portuguesa de Cancro Cutâneo). Firstly, it was conducted a literature review on social marketing to understand its concept, evolution, applications and tools to study behavior change. The literature also included the topic of skin cancer, to comprehend what it is and its types, providing background on the topic. Moreover, there was a focus on skin cancer prevention campaigns, zooming in on Portugal with the case of APCC. Secondly, data was collected and analyzed through a combination of primary research (interviews to people involved in APCC campaigns) and secondary research (analysis of data of surveys about skin cancer prevention behaviors conducted in APCC campaigns). Finally, it was presented a social marketing campaign brief, providing recommendations on segmentation, communication objectives and marketing mix strategy for future skin cancer prevention campaigns to be implemented in Portugal.
The objective of this master thesis is to understand the influence of social marketing campaigns on skin cancer prevention, focusing on Portugal with the case of APCC (Associação Portuguesa de Cancro Cutâneo). Firstly, it was conducted a literature review on social marketing to understand its concept, evolution, applications and tools to study behavior change. The literature also included the topic of skin cancer, to comprehend what it is and its types, providing background on the topic. Moreover, there was a focus on skin cancer prevention campaigns, zooming in on Portugal with the case of APCC. Secondly, data was collected and analyzed through a combination of primary research (interviews to people involved in APCC campaigns) and secondary research (analysis of data of surveys about skin cancer prevention behaviors conducted in APCC campaigns). Finally, it was presented a social marketing campaign brief, providing recommendations on segmentation, communication objectives and marketing mix strategy for future skin cancer prevention campaigns to be implemented in Portugal.
Description
Keywords
Marketing social Prevenção do cancro da pele Marketing-mix Mudança de comportamento Plano de marketing social Social marketing Skin cancer prevention Behavior change Social marketing plan