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A evolução do marketing digital no setor da construção
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O presente relatório incide sobre o estágio curricular realizado na empresa Primefix, no âmbito do segundo ano do Mestrado em Marketing. Este estágio teve como principal objetivo aplicar, num contexto profissional real, os conhecimentos teóricos e as competências práticas adquiridas ao longo do primeiro ano do mestrado, com especial enfoque na área do marketing digital.
Inserido no setor da construção, o estágio proporcionou uma experiência particularmente enriquecedora, ao permitir explorar as transformações em curso neste setor no que diz respeito à comunicação e promoção digital. Num mercado historicamente menos digitalizado, tornou-se evidente a importância crescente de estratégias de marketing digital eficazes e alinhadas com os objetivos organizacionais.
As atividades desenvolvidas incidiram, sobretudo, na gestão das redes sociais da Primefix – nomeadamente Facebook, Instagram e, pontualmente, TikTok – com o intuito de
reforçar a presença digital da marca, aumentar o seu alcance e atrair novos públicos, sem descurar a fidelização dos clientes existentes. Entre as tarefas realizadas destacam-se o
planeamento estratégico e a criação de conteúdos digitais personalizados, incluindo newsletters e publicações para redes sociais.
Este estágio representou uma oportunidade fundamental para consolidar competências técnicas e estratégicas na área do marketing digital, bem como para desenvolver um olhar mais crítico e analítico sobre os desafios e oportunidades do setor da construção. A experiência contribuiu de forma significativa para o crescimento pessoal e profissional, proporcionando um contacto direto com a realidade empresarial e reforçando a preparação para futuros contextos profissionais.
This report presents the curricular internship carried out at Primefix, as part of the second year of the Master's degree in Marketing. The main goal of the internship was to apply, in a real professional setting, the theoretical knowledge and practical skills acquired during the first year of the master degree, with a special focus on digital marketing. Conducted within the construction sector, the internship offered a particularly enriching experience by allowing an in-depth analysis of the ongoing transformations in digital communication and brand promotion. In a traditionally less digitized industry, the increasing relevance of effective digital marketing strategies aligned with organizational goals became evident. The core activities focused on managing the company's social media platforms – specifically Facebook, Instagram, and occasionally TikTok – with the aim of strengthening the brand’s digital presence, increasing its reach, attracting new audiences, and maintaining customer loyalty. Key tasks included strategic planning and content creation for social media and newsletters. This internship provided a crucial opportunity to consolidate both technical and strategic skills in digital marketing while fostering a critical and analytical perspective on the challenges and opportunities within the construction industry. The experience significantly contributed to personal and professional growth, offering direct exposure to a real-world business environment and enhancing preparedness for future career paths.
This report presents the curricular internship carried out at Primefix, as part of the second year of the Master's degree in Marketing. The main goal of the internship was to apply, in a real professional setting, the theoretical knowledge and practical skills acquired during the first year of the master degree, with a special focus on digital marketing. Conducted within the construction sector, the internship offered a particularly enriching experience by allowing an in-depth analysis of the ongoing transformations in digital communication and brand promotion. In a traditionally less digitized industry, the increasing relevance of effective digital marketing strategies aligned with organizational goals became evident. The core activities focused on managing the company's social media platforms – specifically Facebook, Instagram, and occasionally TikTok – with the aim of strengthening the brand’s digital presence, increasing its reach, attracting new audiences, and maintaining customer loyalty. Key tasks included strategic planning and content creation for social media and newsletters. This internship provided a crucial opportunity to consolidate both technical and strategic skills in digital marketing while fostering a critical and analytical perspective on the challenges and opportunities within the construction industry. The experience significantly contributed to personal and professional growth, offering direct exposure to a real-world business environment and enhancing preparedness for future career paths.
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Marketing Digital Redes Sociais Setor de Construção Gestão de Conteúdos Fidelização de Clientes Digital Marketing Construction Sector Strategy Content Management Social Media Costumer Retention