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Abstract(s)
No âmbito do segundo ciclo de estudos do curso Mestrado em Marketing da Escola Superior
de Tecnologia e Gestão de Viseu, foi realizado o Estágio Curricular na empresa Aldeco
Comércio Internacional S.A.
O presente relatório relata todas as atividades desenvolvidas durante os seis meses de
estágio e apresenta o plano de Marketing Digital para a empresa Aldeco Comércio
Internacional S.A., cujo objetivo consiste na promoção dos produtos e serviços junto dos
consumidores, na captação e fidelização de novos clientes, por conseguinte, para o aumento
do volume de vendas.
Para o desenvolvimento do plano de Marketing Digital, foram tidos como fatores cruciais, os
efeitos da atual pandemia originada pela COVID-19, tanto no comportamento do consumidor
quanto na organização empresarial.
A revisão da literatura, o estudo do mercado, a análise dos concorrentes, a definição do
público-alvo e a respetiva persona, serviram de base para a definição das ações
desenvolvidas, cujo foco incidiu nas principais estratégias: SEO (Search Engine Optimization),
Marketing de Conteúdo e Inbound Marketing.
Também o design gráfico contribuiu para o branding da marca Aldeco Interior Fabrics, na
construção da comunicação visual e no desenvolvimento de novos projetos da empresa.
Adicionalmente este relatório exibe um conjunto de considerações e aplicações a nível teórico
e prático. A nível teórico aborda questões ligadas ao Marketing Digital e a importância do
mesmo na atualidade e no desempenho das organizações. Em termos práticos, aponta várias
ferramentas de análise online que auxiliam e permitem suportar as decisões de marketing,
mais precisamente na fundamentação das estratégias em Marketing Digital.
ABSTRACT: As part of the second cycle studies of the Marketing Master’s degree at Escola Superior de Tecnologia e Gestão de Viseu (ESTGV), the Curricular Internship was held at Aldeco Comércio Internacional S.A. enterprise. This report presents all the developed activities during the six months of the internship, as well as the Digital Marketing plan made for Aldeco Comércio Internacional S.A., which had its focus on the promotion of the services and products by the consumers and attracting and retaining new customers, therefore the increase of the sales volume. In order to develop the digital marketing plan, the effects of the current pandemic originated by COVID-19 were considered crucial factors and were taken into account, both on the consumer’s behavior and on the business organization. The literature review, the market research, the competing’s analysis, the target audience definition, and respective persona served as basis to define the developed actions, whose focus was on the main strategies: SEO (Search Engine Optimization), Content Marketing and Inbound Marketing. The graphic design was also a contribution, not only for the branding of the Aldeco Interior Fabrics, but also in the construction of visual communication, and in the development of the company new projects. Additionally, this report displays a set of considerations and applications, on a both theoretical and practical level. At the theoretical level it addresses issues related to Digital Marketing and its importance nowadays, as well as the importance this subject on the organization’s performance. In practical terms, it points out several online analysis tools that helps and supports the marketing decisions, more precisely in matters related to the foundations of strategies in Digital Marketing.
ABSTRACT: As part of the second cycle studies of the Marketing Master’s degree at Escola Superior de Tecnologia e Gestão de Viseu (ESTGV), the Curricular Internship was held at Aldeco Comércio Internacional S.A. enterprise. This report presents all the developed activities during the six months of the internship, as well as the Digital Marketing plan made for Aldeco Comércio Internacional S.A., which had its focus on the promotion of the services and products by the consumers and attracting and retaining new customers, therefore the increase of the sales volume. In order to develop the digital marketing plan, the effects of the current pandemic originated by COVID-19 were considered crucial factors and were taken into account, both on the consumer’s behavior and on the business organization. The literature review, the market research, the competing’s analysis, the target audience definition, and respective persona served as basis to define the developed actions, whose focus was on the main strategies: SEO (Search Engine Optimization), Content Marketing and Inbound Marketing. The graphic design was also a contribution, not only for the branding of the Aldeco Interior Fabrics, but also in the construction of visual communication, and in the development of the company new projects. Additionally, this report displays a set of considerations and applications, on a both theoretical and practical level. At the theoretical level it addresses issues related to Digital Marketing and its importance nowadays, as well as the importance this subject on the organization’s performance. In practical terms, it points out several online analysis tools that helps and supports the marketing decisions, more precisely in matters related to the foundations of strategies in Digital Marketing.
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Keywords
Marketing Digital Plano de Marketing Inbound Marketing SEO Brandig Design de Comunicação