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Abstract(s)
O presente projeto é um estudo de caso da realidade da Canon Portugal, resultante do estágio realizado no departamento de Trade Marketing. No decorrer do estágio foram encontradas inúmeras lacunas ao nível da comunicação interdepartamental, nomeadamente entre os departamentos de Trade Marketing, Marcoms e Vendas, o que sustentou o desenvolvimento e o desenrolar da investigação, bem como das propostas de melhoria.
O projeto é composto por dois grandes temas, a comunicação interna e as suas ferramentas de transmissão de informação, como tema geral. Como tema foco, pretendemos analisar a importância da comunicação interdepartamental para o bom funcionamento dos departamentos em análise – Trade Marketing, Marcoms e Vendas. Por conseguinte, desenvolvemos um diagnóstico sobre a realidade comunicacional da Canon Portugal e apresentamos um conjunto de propostas que visam otimizar a realidade em questão.
Com base na investigação foi possível identificar três grandes conclusões, a perceção interna existente da importância da comunicação interna e interdepartamental apresenta lacunas que influenciam o seu desempenho. A transmissão de informação operacional entre os departamentos foco esta aquém do desejado, sendo pobre em conteúdo e não respeitando a celeridade necessária inerente aos processos. Também as ferramentas e métodos de comunicação utilizados necessitam de ser melhorados e otimizados de modo a desenvolver sinergias positivas em torno de toda a performance organizacional.
This project is a case study of the reality of Canon Portugal, was developed based on the intership in the Trade Marketing department. Over the course of the intership, countless loopholes were found at the level of inter-departmental communication, particularly between the departments of Trade Marketing, Sales and Marcoms, that sustained the development and conduct of research, and proposals for improvement. It consists of two major themes, internal communication and its tools of information transmission, as a general theme. Theme focus, we intend to analyze the importance of interdepartmental communication to the proper functioning of the departments under review - Trade Marketing, Sales and Marcoms. Therefore, we developed a diagnosis on the communicational reality of Canon Portugal and present a set of proposals aimed at optimizing the reality in question. With this investigation was possible to substantiate three big conclusions, the internal perception of the importance of internal and interdepartmental communication shows some loopholes that influence its performance. The transmission of operational information between the focused departments is lagging behind, being poor in content and don´t respecting the timings inherent to the processes needed. The tools and methods used for communication require improvement, to the extent that the tools have to be redesigned and optimized.
This project is a case study of the reality of Canon Portugal, was developed based on the intership in the Trade Marketing department. Over the course of the intership, countless loopholes were found at the level of inter-departmental communication, particularly between the departments of Trade Marketing, Sales and Marcoms, that sustained the development and conduct of research, and proposals for improvement. It consists of two major themes, internal communication and its tools of information transmission, as a general theme. Theme focus, we intend to analyze the importance of interdepartmental communication to the proper functioning of the departments under review - Trade Marketing, Sales and Marcoms. Therefore, we developed a diagnosis on the communicational reality of Canon Portugal and present a set of proposals aimed at optimizing the reality in question. With this investigation was possible to substantiate three big conclusions, the internal perception of the importance of internal and interdepartmental communication shows some loopholes that influence its performance. The transmission of operational information between the focused departments is lagging behind, being poor in content and don´t respecting the timings inherent to the processes needed. The tools and methods used for communication require improvement, to the extent that the tools have to be redesigned and optimized.
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Keywords
Comunicação interna Comunicação interdepartamental Ferramentas de comunicação Trade Marketing Internal communication Interdepartmental communication Communication tools