Comunicação estratégica
: vantagem competitiva e criação de valor : caso de estudo : Plano Estratégico 2015-2020

  • Andreia Cristina Martins Líbano (Student)

Student thesis: Master's Thesis


This internship report seeks to understand how important Strategic Communication is for awaste management company. The investigation came within the scope of the internshipcarried out at LIPOR- Intermunipalized Service of Waste Management of Greater Porto. Itwas used as a case study the strategic plan created for the organization in the years 2015 –2020, for having observed and participated in the realization of it.Starting from a theoretical point, it was intended to present, in a first phase, OrganizationalCommunication. Therefore, and because an organization is a communication system wherethere are large communities of human beings interacting, communication in two directionswill be presented: Internal Communication and External Communication. In a secondphase, an attempt was made to understand how Strategic Communication increases valuefor its employees and Stakeholders and, in this context, Public Relations emerges as amanagement tool. In a third phase, the management model – Balanced Scorecard – waspresented, since this is the model that served as basis for the creation of LIPOR's strategicplan. In a third phase, the management model was presented: Balanced Scorecard, since this is the management model that served as the basis for the creation of LIPOR's strategicplan. LIPOR The empirical work consisted of observation and participation, as an intern, in the construction of the 2015 – 2020 strategic plan and through a questionnaire sent to those responsible for preparing it. Finally, a chapter was dedicated to comparing theories of the oretical review with practices of the case study.
Date of Award12 Apr 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJosé Gabriel Andrade (Supervisor)


  • Strategic communication
  • Organizational communication
  • Competitive advantage
  • Value


  • Mestrado em Comunicação Digital

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