Exactusensu: Marketing plan

The object of study of this project was the company Exactusensu headquartered in Boavista, in the Porto area. Having been in the safety market for over 20 years, it has a wide range of services, from developing self-protection measures, consulting and training. The objective of this professional project was to create a Marketing Plan to improve the company’s internal communication, as well as to create differentiation to make the company stand out from the competiton. To accomplish that, the first stage was the external macroenvironment understanding by using a PESTEL tool and the analysis of the external microenvironment and the company itself (done through a SWOT analysis). As a result, it is believed that the investment in communication, design, and new technologies, not only for content, is the starting point for Exactusensu to differentiate itself from its competitors. In addition, some promotional actions were suggested for the manual “Segurança Contra Incêndio em Edifícios - Volume 2”, and an implementation schedule was drawn up to publish these actions weekly to reach the target audience

A survey on context awareness in big data analytics for business applications

The concept of context awareness has been in existence since the 1990s. Though initially applied exclusively in computer science, over time it has increasingly been adopted by many different application domains such as business, health and military. Contexts change continuously because of objective reasons, such as economic situation, political matter and social issues. The adoption of big data analytics by businesses is facilitating such change at an even faster rate in much complicated ways. The potential benefits of embedding contextual information into an application are already evidenced by the improved outcomes of the existing context-aware methods in those applications. Since big data is growing very rapidly, context awareness in big data analytics has become more important and timely because of its proven efficiency in big data understanding and preparation, contributing to extracting the more and accurate value of big data. Many surveys have been published on context-based methods such as context modelling and reasoning, workflow adaptations, computational intelligence techniques and mobile ubiquitous systems. However, to our knowledge, no survey of context-aware methods on big data analytics for business applications supported by enterprise level software has been published to date. To bridge this research gap, in this paper first, we present a definition of context, its modelling and evaluation techniques, and highlight the importance of contextual information for big data analytics. Second, the works in three key business application areas that are context-aware and/or exploit big data analytics have been thoroughly reviewed. Finally, the paper concludes by highlighting a number of contemporary research challenges, including issues concerning modelling, managing and applying business contexts to big data analytics. © 2020, Springer-Verlag London Ltd., part of Springer Nature

Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions

in pressThe use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts' perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.Peer reviewe