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Abstract(s)
O presente relatório de estágio surge no âmbito da realização do trabalho final para obtenção do grau de mestre em Publicidade e Marketing pela Escola Superior de Comunicação Social. O estágio foi realizado na empresa OK Estudante e teve uma duração de quatro meses. Este estágio surgiu numa época de mudança para a empresa, tanto a nível da sua estrutura como também ao nível da sua estratégia de comunicação. A empresa não tinha um plano de comunicação propriamente definido, e a falta de uma estratégia impedi-a de alcançar melhores resultados. Neste contexto, o objectivo basilar do estágio centrou-se na implementação de uma estratégia de comunicação integrada com vista a obter um maior número de leads.
Foi utilizado o método de investigação-ação, caracterizado por quatro fases, que serviram de base para a realização do estágio e igualmente do presente relatório. Numa primeira fase, de diagnóstico, foi feito um levantamento da situação em que a empresa se encontrava do ponto de vista comunicacional. Numa segunda fase e tendo em conta os aspectos apontados a melhorar na fase de diagnóstico, delineou-se a estratégia a adoptar. Implementada a estratégia, que passou pela integração do evento, do email marketing, do Facebook e do Facebook Ads, num plano de comunicação. Foram analisados os resultados obtidos e após a discussão dos mesmos, concluiu-se que estes foram positivos e que o objectivo principal do estágio tinha sido cumprido. Foi possível comprovar que uma estratégia de comunicação focada nos objectivos e com a integração de várias técnicas e meios disponíveis traduz-se na eficiência e na sinergia dos mesmos, dando origem a resultados positivos como os conseguidos.
ABSTRACT: This internship report comes as the final work to obtain the master’s degree in Advertising and Marketing by the School of Communication and Media Studies. It was carried out an internship lasting four months at the company OK Estudante, namely in marketing and communications department. The internship came at a time of change for the company, both in terms of its structure but also at its communication strategy. The company did not have a communication plan properly set, and the lack of a strategy was preventing that better results were achieved. In this context, the aim of this internship focused on the implementation of an integrated communication strategy in order to obtain a greater number of leads. It was used the Action Research Method, characterized by four phases, which were the basis for the accomplishment of the internship and of this report. Initially, it was diagnosed the situation of the communication point of view of the company. In a second phase, taking into account the issues raised to improve in the diagnostic phase, it was outlined a strategy to be adopted. After implementing the strategy, that integrated various media and communication techniques into a communication plan, the results were analysed, and after discussing them, it was concluded that they were positive and the internship purpose was fulfilled. It was possible to prove that a communication strategy focused on the objectives and that integration of several techniques and media, results in great efficiency and synergies, yielding positive results as achieved.
ABSTRACT: This internship report comes as the final work to obtain the master’s degree in Advertising and Marketing by the School of Communication and Media Studies. It was carried out an internship lasting four months at the company OK Estudante, namely in marketing and communications department. The internship came at a time of change for the company, both in terms of its structure but also at its communication strategy. The company did not have a communication plan properly set, and the lack of a strategy was preventing that better results were achieved. In this context, the aim of this internship focused on the implementation of an integrated communication strategy in order to obtain a greater number of leads. It was used the Action Research Method, characterized by four phases, which were the basis for the accomplishment of the internship and of this report. Initially, it was diagnosed the situation of the communication point of view of the company. In a second phase, taking into account the issues raised to improve in the diagnostic phase, it was outlined a strategy to be adopted. After implementing the strategy, that integrated various media and communication techniques into a communication plan, the results were analysed, and after discussing them, it was concluded that they were positive and the internship purpose was fulfilled. It was possible to prove that a communication strategy focused on the objectives and that integration of several techniques and media, results in great efficiency and synergies, yielding positive results as achieved.
Description
Relatório de estágio apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Plano de comunicação Estratégias de comunicação Comunicação integrada de marketing Redes sociais Canais de comunicação Communication plan Communication strategies Integrated marketing communication Social media Communication channels Lead
Citation
SOUSA, Bárbara Sofia Branco de - Definição de uma estratégia de comunicação integrada para a obtenção de leads. Lisboa: Escola Superior de Comunicação Social, 2016. Relatório de estágio.
Publisher
Escola Superior de Comunicação Social