Relevancy and applicability of Marketing activities and its strategic role by providing subsidies and support to key areas in Bio-Manguinhos

Abstract

Introduction: As per definition, Marketing activities are means and methods used by an unit to generate value, promoting renewal and growth to the market practices of an Institution. BioManguinhos’ Marketing Function fulfills this premise, playing a key role in the Market Relations Department. To ensure relevancy and applicability to its activities, Marketing assignments interact with absolute connection to functional processes from Bio-Manguinhos’ strategic areas, being entirely aligned with market strategies defined by the executive board. The impacts of Marketing activities are observed in long term, however the richness of information placed in availability and accessibility is crucial for recognition and analysis of the environments (internal/external) ,meaning a valuable tool to support decision-making actions related to Strategic Plan review.