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Quando se tem um projeto social é importante pensar, sobre sua implementação num determinado mercado, pensar na maneira de sua importância conforme um produto social, de modo que se fosse algo a ser consumido. Os projetos sociais devem ser trabalhados como se fossem produtos de consumo para que conquiste uma dinâmica midiática, suas informações devem ser divulgadas para que todos consigam visualizar os benefícios desses projetos para a sociedade.

Para que um produto social seja formatado, estão à disposição das instituições e empresas diversas ferramentas utilizadas pelos profissionais de marketing, deve se pensar em todas as etapas do processo antes que cheguem ao mercado. O cenário social e econômico, o público alvo e a divulgação desse produto deve ser realizado de tal forma que através da mensuração dos resultados consigam alcançar o objetivo esperado.

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Unidade 1 - Organização De Um Produto Social   5
1.1 Novos Paradigmas Da Ação Organizacional   6
1.2 Capacitacão Organizacional E Seu Desempenho   9
1.3 Marketing Institucional E Marketing Social   12
Unidade 2 - Projeto Social: Um Processo Logico   17
2.1 Políticas, Planos, Programas E Projetos   17
2.2 Processo De Comunicação No Projeto Social   21
2.3 Processo De Articulação E Cooperação   23
Unidade 3 - Avaliação E Monitoramento Em Projetos Sociais   28
3.1 Estratégia E Dimensões Da Avaliação   28
3.2 Conceitos De Avaliação   32
3.3 A Avaliação Participativa: Uma Escolha Metodológica   36
Unidade 4 - Sustentabilidade Dos Projetos Sociais   39
4.1 Orçamento e Viabilização de Recursos   39
4.2 Prestação De Contas: Transparência E Equidade   45
4.3 Análise De Riscos Seus Resultados E Impactos   47
Unidade 5 - Captação De Recursos Para O Terceiro Setor   52
5.1 Conceituação Do Terceiro Setor   52
5.2 Captaçao De Recursos Da Iniciativa Privada   54
5.3 Terceiro Setor E Poder Público   60

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