Marketing em unidades de informação: o caso do plano de marketing do Centro de Documentação dos CFM (Delegação Central de Maputo)

Abstract

This research aims to investigate the application of a marketing plan to increase the visibility of services and information in the Documentation Center of the Company Portos e Caminhos de Ferro de Mozambique, E.P - CFM. In the current context, information units face challenges in relation to the patrimonial paradigm and the need to adapt to political, economic, technological and social demands. The proposal seeks to analyze the characteristics of the CFM Documentation Center, evaluate existing marketing communication, diagnose users' needs and propose a marketing plan to improve the availability and access to archival information. The resistance of archival professionals towards marketing is recognized, making a paradigm shift and greater awareness of the role of marketing in the archival context necessary. The research is justified by the scarcity of studies on marketing in archival science and the importance of using marketing instruments in the dissemination of services and information from archival institutions. Furthermore, it seeks to fill the existing gap in the literature specializing in Information Science. The methodological approach adopted is qualitative, through the interpretation of phenomena and attribution of meanings. The context of the CFM, marketing communication and visibility of services and archival information will be related. The research will have a descriptive approach, describing the characteristics of the CFM Documentation Center and establishing relationships between variables. It is hoped that the results of this research can contribute to changing resistance towards marketing, promoting a greater understanding of the role of marketing in archival institutions. Furthermore, it is intended to provide theoretical support for researchers, professionals, teachers and students to discuss the topic of marketing in archival science. In summary, this study seeks to explore the potential of marketing to increase the visibility of services and archival information at CFM, recognizing the importance of a strategic approach that meets the needs of the target audience.