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Advisor(s)
Abstract(s)
O presente relatório foi realizado no âmbito do estágio curricular do segundo ciclo
de estudo, do curso Mestrado em Marketing, do Instituto Politécnico de Viseu, o mesmo
decorreu na empresa Grapeland Adventure and Tourism. O estágio teve como objetivo
primordial implementar, na prática, as questões abordadas durante as unidades
curriculares.
Este documento transborda as atividades executadas durante os seis meses de
período de estágio, no qual foram executadas estratégias de Marketing para a entidade de
estágio, na área do branding, marketing digital e marketing de relacionamento.
De modo a suportar o trabalho realizado, o presente documento é composto por
uma revisão da literatura, um contexto de estágio com abordagem ao mercado em que a
empresa se insere, os concorrentes da mesma, a persona e depois sim as respetivas
atividades desenvolvidas.
A nível teórico foram abordados conceitos como o setor do turismo no Alto
Douro, o marketing no turismo, marketing digital, as redes sociais, Search Engine
Optimization (SEO), Inbound marketing, marketing de conteúdo, marketing de
relacionamento e o design gráfico como auxiliar de marketing, uma vez que as estratégias
do estágio terem estes tópicos como pilares.
Foram desenvolvidas atividades de redes sociais, uma restruturação do Website,
um branding de elementos e documentos visuais, novas formas de apresentar os serviços
da empresa e, ainda, ações da marca Grapeland na sociedade.
ABSTRACT: This report was produced as part of the curricular internship for the second cycle of study in the Master's in Marketing at the Instituto Politécnico de Viseu, which took place at the company Grapeland Adventure and Tourism. The main aim of the internship was to put into practice the subjects covered in the course units. This document covers the activities carried out during the six-month internship period, in which marketing strategies were implemented for the internship organization, in the areas of branding, digital marketing and relationship marketing. In order to support the work performed, this document is composed of a literature review, an internship context with an approach to the company's market, its competitors, the persona and then the respective activities carried out. At a theoretical level, concepts such as the tourism sector in the Alto Douro, tourism marketing, digital marketing, social networks, Search Engine Optimization (SEO), Inbound marketing, content marketing, relationship marketing and graphic design as a marketing tool were covered, since the internship strategies had these topics as mainstays. Social media activities were developed, the website was restructured, branding elements and visual documents were created, new ways of presenting the company's services were introduced, amd also actions for the Grapeland as a brand in the society.
ABSTRACT: This report was produced as part of the curricular internship for the second cycle of study in the Master's in Marketing at the Instituto Politécnico de Viseu, which took place at the company Grapeland Adventure and Tourism. The main aim of the internship was to put into practice the subjects covered in the course units. This document covers the activities carried out during the six-month internship period, in which marketing strategies were implemented for the internship organization, in the areas of branding, digital marketing and relationship marketing. In order to support the work performed, this document is composed of a literature review, an internship context with an approach to the company's market, its competitors, the persona and then the respective activities carried out. At a theoretical level, concepts such as the tourism sector in the Alto Douro, tourism marketing, digital marketing, social networks, Search Engine Optimization (SEO), Inbound marketing, content marketing, relationship marketing and graphic design as a marketing tool were covered, since the internship strategies had these topics as mainstays. Social media activities were developed, the website was restructured, branding elements and visual documents were created, new ways of presenting the company's services were introduced, amd also actions for the Grapeland as a brand in the society.
Description
Keywords
Marketing digital Marketing de conteúdo Branding Marketing de relacionamento