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Advisor(s)
Abstract(s)
O relatório que se segue tem como objeto apresentar as atividades realizadas durante o estágio
curricular no Jornal do Centro em Viseu, como o fim de obter o grau de Mestre em Marketing no
Instituto Politécnico de Viseu-Escola Superior de Tecnologia e Gestão.
O principal objetivo deste estágio foi a realização de uma pesquisa de mercado para os diversos
serviços do Jornal Do Centro (Rádio, Jornal, TV) do ponto de vista do consumidor e do tecido
empresarial (patrocinadores).
Esta pesquisa enquadrou-se num contexto de compreender o posicionamento da empresa
relativamente ao público viseense, assim como perceber os pontos fortes e fracos da mesma, de forma
a poder criar uma estratégia para cativar mais o público a consumir os conteúdos da empresa.
O processo desta pesquisa passou por um inquérito interno dentro da empresa sobre as fraquezas da
mesma e os motivos pela qual esta não vende mais ou tem pouco conhecimento a nível comercial. A
segunda fase envolveu a realização de um inquérito de forma a determinar se as suposições estavam
corretas.
Após a análise dos resultados foi possível perceber como a marca se posiciona no público
viseense, o conhecimento das marcas associadas ao Jornal do Centro e problemas relacionados com
a plataforma digital.
Após a modificação de alguns fatores negativos na empresa foi realizado um novo inquérito para
compreender o impacto das mudanças pelos inquiridos.
ABSTRACT: The following report has the goal to present the activities that took place during the school internship at Jornal do Centro in Viseu, as means to obtain a master’s degree in Marketing at Instituto Politécnico de Viseu- Escola Superior de Tecnologia e Gestão. The main goal of the internship is to direct a marketing research for the various services of Jornal do Centro (Radio, newspaper, TV) from the point of view of a consumer and a company. This research fits in the context of understanding the position of the company in relation to the citizens of Viseu as well as to understand the strong and weak points to be able to strategize a way to captivate the public to consume the contents produced by the company. The process of this research will pass by an internal inquiry inside the company to understand the weakness and the motives why they don’t sell or have little knowledge in a commercial level. The second stage will involve the realization of an inquiry to determine if the worker’s suppositions were correct. After analysing the results, it was possible to understand the brand’s position in the public of Viseu, the knowledge of the associated brands to Jornal Do Centro and the problems related to their platform. After the modification of a few negative factors in the company, a new inquiry was made to understand the impact of the changes.
ABSTRACT: The following report has the goal to present the activities that took place during the school internship at Jornal do Centro in Viseu, as means to obtain a master’s degree in Marketing at Instituto Politécnico de Viseu- Escola Superior de Tecnologia e Gestão. The main goal of the internship is to direct a marketing research for the various services of Jornal do Centro (Radio, newspaper, TV) from the point of view of a consumer and a company. This research fits in the context of understanding the position of the company in relation to the citizens of Viseu as well as to understand the strong and weak points to be able to strategize a way to captivate the public to consume the contents produced by the company. The process of this research will pass by an internal inquiry inside the company to understand the weakness and the motives why they don’t sell or have little knowledge in a commercial level. The second stage will involve the realization of an inquiry to determine if the worker’s suppositions were correct. After analysing the results, it was possible to understand the brand’s position in the public of Viseu, the knowledge of the associated brands to Jornal Do Centro and the problems related to their platform. After the modification of a few negative factors in the company, a new inquiry was made to understand the impact of the changes.
Description
Keywords
Jornal do Centro Marketing Pesquisa de Mercado Rádio