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Abstract(s)
O presente relatório tem como objetivo apresentar as atividades desenvolvidas e sugeridas
no âmbito do estágio curricular realizado na empresa Volupio – estratégias de
comunicação Lda., integrado no mestrado em Marketing da Escola Superior de
Tecnologia e Gestão do Instituto Politécnico de Viseu.
Este estágio teve a duração de seis meses e decorreu numa empresa de comunicação e
marketing que desenvolveu a marca de vinhos “Silvamathias wines”, sendo que as
funções desempenhadas durante o estágio se concentraram sobretudo no
desenvolvimento digital desta marca no setor dos vinhos, executando a criação,
desenvolvimento e planeamento de conteúdo através de fotografias, vídeos e stop
motions. Da mesma forma foram sugeridas alterações de modo a implementar novas
atividades e impulsionar o crescimento da marca.
O relatório divide-se em cinco pontos, nomeadamente, uma apresentação e caracterização
da empresa onde o estágio foi realizado e uma análise detalhada à marca, tendo em conta
o seu planeamento estratégico, bem como uma contextualização no seu mercado. De
seguida, um enquadramento teórico do setor envolvente, dos processos intrínsecos e
extrínsecos da criação de uma marca de vinhos, marketing no setor vitivinícola e
extensões deste, ou seja, dar continuidade com a importância do marketing digital, criação
de conteúdo e de marketing relacional neste setor. Uma vez efetuado o contexto do
estágio, é descrito em pormenor as atividades desenvolvidas, bem como atividades que
foram sugeridas. Na parte final do relatório encontra-se uma breve reflexão e apreciação
crítica do período de estágio, mencionando pontos negativos e positivos desta
experiência, assim como competências adquiridas.
ABSTRACT: The main goal of this report is to present the activities developed and suggested in the context of the curricular internship held at the company Volupio – Communication Strategies Lda., integrated in the master’s degree in Marketing of the School of Technology and Management of the Polytechnic Institute of Viseu. This internship lasted six months and took place in a communication and marketing company that developed the wine brand "Silvamathias wines", and the functions performed during the internship focus mainly on the digital development of this brand in the wine sector, executing the creation, development, and planning of content through photography, videos and stop motions. In the same way, changes have been suggested to implement new activities and boost brand growth. The report is divided into five chapters, namely: presentation and characterization of the company where the internship was held and a detailed analysis of the brand, considering its strategic planning, as well as a contextualization in its market. Then, a theoretical framework of the surrounding sector, the intrinsic and extrinsic processes of the creation of a wine brand, marketing in the wine sector and extensions of this sector, that is, to continue with the importance of digital marketing, content marketing and relationship marketing in this sector. Once the context of the internship is carried out, the activities developed, as well as activities that have been suggested, are described in detail. The final part of the report is a brief reflection and critical assessment of the internship, mentioning negative and positive points of this experience, as well as skills acquired.
ABSTRACT: The main goal of this report is to present the activities developed and suggested in the context of the curricular internship held at the company Volupio – Communication Strategies Lda., integrated in the master’s degree in Marketing of the School of Technology and Management of the Polytechnic Institute of Viseu. This internship lasted six months and took place in a communication and marketing company that developed the wine brand "Silvamathias wines", and the functions performed during the internship focus mainly on the digital development of this brand in the wine sector, executing the creation, development, and planning of content through photography, videos and stop motions. In the same way, changes have been suggested to implement new activities and boost brand growth. The report is divided into five chapters, namely: presentation and characterization of the company where the internship was held and a detailed analysis of the brand, considering its strategic planning, as well as a contextualization in its market. Then, a theoretical framework of the surrounding sector, the intrinsic and extrinsic processes of the creation of a wine brand, marketing in the wine sector and extensions of this sector, that is, to continue with the importance of digital marketing, content marketing and relationship marketing in this sector. Once the context of the internship is carried out, the activities developed, as well as activities that have been suggested, are described in detail. The final part of the report is a brief reflection and critical assessment of the internship, mentioning negative and positive points of this experience, as well as skills acquired.
Description
Keywords
Marketing vinhos Planeamento estratégico Marca Marketing digital Conteúdo Visual CRM