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Authors
Advisor(s)
Abstract(s)
O presente relatório visa expor as atividades realizadas em contexto de estágio curricular
realizado no Grupo Testa, no âmbito do Mestrado em Marketing pela Escola Superior de
Tecnologia e Gestão Viseu, do Instituto Politécnico de Viseu.
O estágio teve duração de 6 meses, a primeira metade realizada no departamento de marketing
na sede do Grupo Testa, e a segunda metade no departamento de termorresistentes da empresa
Tria Portugal, a primeira empresa do grupo.
A vontade de ganhar experiência e conhecimentos colocados na prática são os principais
objetivos para a escolha de realizar o estágio, num ambiente diferente do que o mestrando tinha
vivenciado anteriormente, enriquecendo o currículo profissional e académico.
O relatório de estágio divide-se em quatro capítulos, nos quais é apresentada a sustentação
teórica, onde é demonstrada a relevância do tema, e a ligação do tema para o contexto de
estágio. Ao longo do relatório é possível consultar a revisão de literatura, alguns conceitos
chave para o entendimento do que é o marketing interno e a sua relevância e das características
e perfil desejado para um comercial. Posto isto, é apresentado o local de estágio e uma
caracterização do local, de valores e missão do grupo. Na parte final do relatório encontra-se
uma conclusão e uma apreciação geral do relatório de estágio, assim como algumas sugestões
de melhoria.
ABSTRACT: The present report aims to describe the activities performed in the context of the curricular internship carried out in the Testa Group, through the Marketing Master lectured by the Polytechnic Institute of Viseu. The internship lasted 6 months, the first half performed in the marketing department of the company headquarters of the Testa Group, and the second half in the thermo-resistant department of the company Tria Portugal, the first company of the group. The desire to earn experience and knowledge putting into practice are the main objectives for the choice to carry out the internship, in a different environment than the one the master student had previously experienced, enriching the professional and academic curriculum. The internship report is divided into four chapters, in which the theoretical framework is presented, where the relevance of the theme is demonstrated, and the connection of the theme to the internship context. Throughout the report it is possible to consult the literature review, some key concepts for understanding what internal marketing is and its relevance and the characteristics and desired profile for a sales representative. This is followed by the presentation of the location of the internship and a characterisation of the location, values and mission of the group. In the final part of the report there is a conclusion and a general appreciation of the internship report, as well as some recommendations for Testa Group to consider in the future.
ABSTRACT: The present report aims to describe the activities performed in the context of the curricular internship carried out in the Testa Group, through the Marketing Master lectured by the Polytechnic Institute of Viseu. The internship lasted 6 months, the first half performed in the marketing department of the company headquarters of the Testa Group, and the second half in the thermo-resistant department of the company Tria Portugal, the first company of the group. The desire to earn experience and knowledge putting into practice are the main objectives for the choice to carry out the internship, in a different environment than the one the master student had previously experienced, enriching the professional and academic curriculum. The internship report is divided into four chapters, in which the theoretical framework is presented, where the relevance of the theme is demonstrated, and the connection of the theme to the internship context. Throughout the report it is possible to consult the literature review, some key concepts for understanding what internal marketing is and its relevance and the characteristics and desired profile for a sales representative. This is followed by the presentation of the location of the internship and a characterisation of the location, values and mission of the group. In the final part of the report there is a conclusion and a general appreciation of the internship report, as well as some recommendations for Testa Group to consider in the future.
Description
Keywords
Marketing interno Recursos humanos Clientes Grupo Testa, Tria