Implantação de fluxo de trabalho no departamento de marketing para obter vantagem competitiva no mercado educacional
Tipo
Dissertação
Data de publicação
2019-02-01
Periódico
Citações (Scopus)
Autores
Cremonese, Marcus Vinícius Guarizo
Orientador
Benedetti, Mauricio Henrique
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Franklin, Marcos Antônio
Damião, Devanildo
Damião, Devanildo
Programa
Administração do Desenvolvimento de Negócios
Resumo
Este trabalho foi realizado a partir da necessidade de aumentar a eficiência das campanhas mercadológicas do departamento de marketing do Instituto Presbiteriano Mackenzie, o qual é o principal elo entre a Universidade Presbiteriana Mackenzie e o mercado educacional. Apesar de sua importância estratégica, o departamento de marketing tem tido dificuldades na elaboração e entrega de campanhas mercadológicas dos serviços que a universidade oferece. Para a elaboração de uma proposta que teve papel de plano piloto, foi escolhido o serviço de graduação presencial, por ser o principal serviço oferecido pela universidade e também pelo seu valor de mercado e representatividade. Por meio de uma metodologia voltada à solução de problemas, foi aplicada uma pesquisa qualitativa em que se obtiveram as dez principais causas para o problema enfrentado pelo marketing. Procedeu-se então ao diagnóstico, onde foram utilizadas técnicas de mapeamento e ferramentas da qualidade, como Diagrama de Ishikawa, Diagrama de Pareto e Escala de Likert a fim de identificar, esclarecer e quantificar as causas de acordo com os níveis de gravidade que mais impactavam os serviços prestados pelo marketing. A partir disso, há a proposta de uma inovação incremental baseada em um plano de ação que contemplou a criação de um protocolo de gestão de projetos, até então inexistente, utilizando-se algumas áreas do conhecimento do PMBOK que se mostraram prioritárias como escopo, cronograma, plano de comunicação, plano de qualidade e avaliação dos riscos. Após a elaboração da proposta e apresentação aos envolvidos, observou-se que com sua implantação haverá potenciais ganhos nas esferas da qualidade, tempo e custo. Foram constatados, ainda, dois pontos críticos que requerem atenção: o tempo, elemento chave para se obter qualidade no desenvolvimento de uma boa campanha e, também, o nível de complexidade, que é alto, devido ao grande número de envolvidos no processo, fator este conjugado à estrutura da empresa, visto que ela não possui uma formatação voltada para projetos. Como benefícios futuros, tem-se a expectativa de que, obtendo resultados positivos com o projeto piloto, crie-se um ambiente favorável para uma segunda fase que poderá estender a aplicação da proposta para outros projetos, passando a incluir todas as áreas de conhecimento conforme o PMBOK e que levarão ao aprimoramento e aprofundamento na gestão das campanhas
This work was based on the need to increase the efficiency of the marketing campaigns of the Mackenzie Presbyterian Institute, which is the main link between the Mackenzie Presbyterian University and the educational market. Despite its strategic importance, the marketing department has had difficulties in the elaboration and delivery of marketing campaigns of the services that the university offers. For the preparation of a proposal that had a pilot role, the in-person degree service was chosen because it is the main service offered by the university and also for its market value and representativeness. Through a problem-solving methodology, a qualitative research was applied in which the ten main causes for the problem faced by marketing were obtained. Diagnosis was then made, using mapping techniques and quality tools such as Ishikawa Diagram, Pareto Diagram and Likert Scale in order to identify, clarify and quantify the causes according to severity levels that most impacted the services provided by marketing. From this, there is the proposal of an incremental innovation based on a plan of action that contemplated the creation of a protocol of management of projects, until then nonexistent, using some areas of knowledge of the PMBOK that have been prioritized as scope, schedule, communication plan, quality plan and risk assessment. After elaboration of the proposal and presentation to those involved, it was observed that with its implementation there will be potential gains in the areas of quality, time and cost. Two critical points that require attention have been found: time, a key element to obtain quality in the development of a good campaign, and also the level of complexity, which is high, due to the large number of involved in the process, factor this conjugado to the structure of the company, since it does not have a formatting directed to projects. As future benefits, it is expected that, by obtaining positive results with the pilot project, a favorable environment will be created for a second phase that may extend the application of the proposal to other projects, including all areas of knowledge as the PMBOK and that will lead to the improvement and deepening in the management of the campaigns.
This work was based on the need to increase the efficiency of the marketing campaigns of the Mackenzie Presbyterian Institute, which is the main link between the Mackenzie Presbyterian University and the educational market. Despite its strategic importance, the marketing department has had difficulties in the elaboration and delivery of marketing campaigns of the services that the university offers. For the preparation of a proposal that had a pilot role, the in-person degree service was chosen because it is the main service offered by the university and also for its market value and representativeness. Through a problem-solving methodology, a qualitative research was applied in which the ten main causes for the problem faced by marketing were obtained. Diagnosis was then made, using mapping techniques and quality tools such as Ishikawa Diagram, Pareto Diagram and Likert Scale in order to identify, clarify and quantify the causes according to severity levels that most impacted the services provided by marketing. From this, there is the proposal of an incremental innovation based on a plan of action that contemplated the creation of a protocol of management of projects, until then nonexistent, using some areas of knowledge of the PMBOK that have been prioritized as scope, schedule, communication plan, quality plan and risk assessment. After elaboration of the proposal and presentation to those involved, it was observed that with its implementation there will be potential gains in the areas of quality, time and cost. Two critical points that require attention have been found: time, a key element to obtain quality in the development of a good campaign, and also the level of complexity, which is high, due to the large number of involved in the process, factor this conjugado to the structure of the company, since it does not have a formatting directed to projects. As future benefits, it is expected that, by obtaining positive results with the pilot project, a favorable environment will be created for a second phase that may extend the application of the proposal to other projects, including all areas of knowledge as the PMBOK and that will lead to the improvement and deepening in the management of the campaigns.
Descrição
Palavras-chave
marketing , projetos , mercado educacional , mapeamento de processos , gargalos , vantagem competitiva
Assuntos Scopus
Citação
CREMONOSE, Marcus Vinícius Guarizo. Implantação de fluxo de trabalho no departamento de marketing para obter vantagem competitiva no mercado educacional. 2019. 79 f. Dissertação (Mestrado em Administração do Desenvolvimento de Negócios) - Universidade Presbiteriana Mackenzie, São Paulo, 2019.