Comunicação integrada de marketing em comunicação de ciência

: proposta de plano de comunicação para o centro colaborativo Gulbenkian do Instituto Gulbenkian de Ciência

Abstract

Integrated Marketing Communication (IMC) is a marketing strategy based on the consistency of messages aimed at a company's internal and external stakeholders, through multiple tools and channels. In the context of Science Communication, the use of IMC models can be beneficial for the entire scientific process, helping scientists and communication professionals to define guidelines, messages’ coherence and uniformity within different departments of a research centre, having in mind the challenges that science faces due to the increasing digitalization of society. This project aims to develop a communication plan proposal for the Gulbenkian Collaborative Center of the Instituto Gulbenkian de Ciência, life sciences research centre based in Lisbon,
Portugal. The plan follows IMC and Public Engagement with Science models, a science communication model aimed at integrating different stakeholders (such as scientists, civil society or political decision-makers) in the scientific creation process. The object of study is descriptive, with a cross-sectional time horizon. The data collection is multi-method, using primary data collection (semi-structured interviews and surveys). The results demonstrate that there is a certain general lack of knowledge, both internally and externally, about the
Collaborative Center's projects; however, within the spectrum of financiers and those who have already participated in these same projects, there is recognition of their importance, as well as the quality and reliability of the Collaborative Centre’s services.

Date of Award	10 Jan 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Tavares (Supervisor) & Ana Morais (Supervisor)