Banca de DEFESA: Nayara Andressa Alves Borges

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : Nayara Andressa Alves Borges
DATE: 20/12/2023
TIME: 10:00
LOCAL: online
TITLE:

ENTREPRENEURSHIP AND INNOVATION: STRATEGIES PREPARATION OF A PERSONALIZED MARKETING GUIDE

KEY WORDS:

Entrepreneurship, Innovation, Market.

PAGES: 58
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Relações Públicas e Propaganda
SUMMARY:

Entrepreneurship is directly related to innovation. Without innovation, the entrepreneur loses their essence and creative ability. The capability to conceive new ideas and put them into practice is the driving force of the entrepreneurial market. When creating a company, it is necessary to develop a plan that involves organizing time, investments and ideas. Planning is the most important stage in creating a company, as it aims to avoid or minimize the possibilities of unforeseen events and financial damages that may occur. Preparing a business plan may not be an easy task for the general public who have not been able to invest years of studies in the area of administration and marketing. In this sense, the theme of this work consists of approaching means for preparing a guide for the development of part of the business plan that is intended for marketing both for NITs and for public and private companies, so that it is directed to actions focused on innovation. The methodology consists of a literature review with a qualitative approach of an exploratory nature. In the results and discussions of the present study, it was found that the preparation and publication of the guide means the development of alternatives so that entrepreneurs, public or private, are able to develop planning skills and implement the marketing plan in order to add new functionalities attracting customers or users to improve the development of the market chain or ICT innovation policy. Furthermore, the great difference of this research was the use of artificial intelligence as a tool for optimizing the marketing plan created specifically for the institution that sought to use the guide.

COMMITTEE MEMBERS:
Interna - 2435455 - MONICA VALERO DA SILVA
Externa à Instituição - VANESSA CRISTINA RESCIA
Externa à Instituição - KÁTIA BALDUÍNO DE SOUZA