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| 4.13 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente relatório de estágio visa o apuramento e compreensão do papel da inovação na estratégia de marketing e de comunicação na imprensa portuguesa, versando-se, essencialmente, sobre o estudo de caso do Jornal i, o jornal generalista mais novo no mercado português. Assim, divide-se em três etapas: a primeira assume um carácter teórico onde são abordados os conceitos mais importantes, bem como estudos e observações de diversos autores que discutiram e estudaram matérias relevantes para este relatório; a segunda parte consiste numa análise do caso em estudo, começando por ser feita uma breve exposição da história do jornal i e do papel do departamento de marketing na entidade, bem como do trabalho realizado durante os quatro meses de estágio curricular, nesse mesmo departamento, sendo ainda apresentadas as entrevistas realizadas a alguns colaboradores do jornal; por último, a terceira etapa é a uma reflexão crítica, tendo por base a investigação conceptual realizada, com as observações dos colaboradores e na experiência adquirida ao longo do estágio.
This report aims the understanding of the role of innovation in marketing and communications strategy in the Portuguese press, dealing essentially with the case study of the “i” newspaper, the youngest generalist newspaper in the Portuguese market. Thus , it is divided into three stages: the first assumes a theoretical nature which addresses the most important concepts , as well as studies and observations of various authors who have studied and discussed matters relevant to this report; the second part is the analysis of the case in study, starting with a brief exposition of the history of the newspaper “i” and the role of the marketing department in the this entity as well as the work done during the four-month traineeship in that same department, and also are presented several interviews to some newspaper’s collaborators; finally, the third step is a critical reflection, based on the conceptual investigation, with comments from reviewers and experience gained over the traineeship.
This report aims the understanding of the role of innovation in marketing and communications strategy in the Portuguese press, dealing essentially with the case study of the “i” newspaper, the youngest generalist newspaper in the Portuguese market. Thus , it is divided into three stages: the first assumes a theoretical nature which addresses the most important concepts , as well as studies and observations of various authors who have studied and discussed matters relevant to this report; the second part is the analysis of the case in study, starting with a brief exposition of the history of the newspaper “i” and the role of the marketing department in the this entity as well as the work done during the four-month traineeship in that same department, and also are presented several interviews to some newspaper’s collaborators; finally, the third step is a critical reflection, based on the conceptual investigation, with comments from reviewers and experience gained over the traineeship.
Description
Keywords
Comunicação Cultura Marketing Inovação Communication Culture Marketing Innovation