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Abstract(s)
Com o objetivo de obter o Grau Mestre em Marketing pela Escola Superior de Tecnologia
e Gestão de Viseu foi elaborado o presente relatório de estágio. O principal objetivo do
mesmo consistiu em aplicar os conhecimentos adquiridos ao longo do mestrado e aplicá los em contexto laboral.
A mestranda teve a oportunidade de realizar o estágio de seis meses no Lamego Hotel &
Life, no departamento de marketing.
O tema do relatório de estágio é sobre o marketing no setor hoteleiro. A revisão de
literatura permitiu perceber a importância do setor do turismo e da hotelaria para Portugal,
bem como a importância do marketing para os mesmos. Para além disso, permitiu
perceber que estratégias como o marketing digital, marketing relacional e marketing de
experiências são de interesse para o setor.
O presente relatório contempla a caracterização da empresa, bem como as atividades
desenvolvidas ao longo do estágio e as estratégias adotadas com o objetivo de obter os
melhores resultados para a empresa. No final são apresentadas a análise crítica e as
sugestões apresentadas pela mestranda à empresa.
ABSTRACT: With the aim of obtaining a Master's Degree in Marketing from the Escola Superior de Tecnologia e Gestão de Viseu, this internship report was prepared. Its main objective was to apply the knowledge acquired during the master's degree and apply it in a work context. The master's student had the opportunity to carry out a six month internship at Lamego Hotel & Life, in the marketing department. The subject of the internship report is about marketing in the hospitality industry. The literature review allowed us to understand the importance of the tourism and hospitality sector for Portugal, as well as the importance of marketing for them. In addition, it allowed us to understand that strategies such as digital marketing, relational marketing and experience marketing are of interest to the sector. This report includes the characterization of the company, as well as the activities developed during the internship and the strategies adopted with the objective of obtaining the best results for the company. At the end, the critical analysis and suggestions presented by the master's student to the company are presented.
ABSTRACT: With the aim of obtaining a Master's Degree in Marketing from the Escola Superior de Tecnologia e Gestão de Viseu, this internship report was prepared. Its main objective was to apply the knowledge acquired during the master's degree and apply it in a work context. The master's student had the opportunity to carry out a six month internship at Lamego Hotel & Life, in the marketing department. The subject of the internship report is about marketing in the hospitality industry. The literature review allowed us to understand the importance of the tourism and hospitality sector for Portugal, as well as the importance of marketing for them. In addition, it allowed us to understand that strategies such as digital marketing, relational marketing and experience marketing are of interest to the sector. This report includes the characterization of the company, as well as the activities developed during the internship and the strategies adopted with the objective of obtaining the best results for the company. At the end, the critical analysis and suggestions presented by the master's student to the company are presented.
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Keywords
Hotelaria Marketing hoteleiro Marketing Digital Marketing Relacional Marketing de Experiências