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Orientador(es)
Resumo(s)
A escolha do tema deste trabalho surgiu devido ao estágio que realizei na Agência
DNA Cascais – Empreendedorismo, na área de Comunicação e de Marketing, onde
assumi responsabilidades de apoio à comunicação do projeto internacional GEW (Global
Entrepreneurship Week) Portugal 2016. Desempenhei tarefas de apoio à gestão da
comunicação entre a rede de parceiros e a gestão da comunicação da GEW Portugal 2016.
Fui a principal interlocutora da Agência DNA Cascais – Empreendedorismo junto da
responsável da GEN (Global Entrepreneurship Network) Portugal.
O presente trabalho tem como objetivo perceber se os eventos, como a GEW
Portugal 2016, ajudam a consolidar a imagem do organizador do evento, junto das
empresas participantes, e se os eventos podem ser considerados uma forma de marketing
relacional, na medida em que ajudam a estreitar relações entre a empresa e os seus
públicos.
As relações públicas, os eventos e o marketing relacional assumem-se, hoje, como
importantes ferramentas de “soft selling”, uma vez que se podem considerar alternativas
aos meios “hard selling”, como as promoções e a publicidade. Trata-se, no fundo, de uma
forma mais suave e não tão agressiva nem explícita de promover a imagem de marca.
Nos últimos anos, o conceito de marketing sofreu algumas alterações, sobretudo
com o aparecimento das novas tecnologias de informação e de comunicação. Com estas
tecnologias surgiram novas formas de chegar ao cliente e de criar relações entre as
empresas e os consumidores ou potenciais consumidores.
Como forma de responder às perguntas de partida, definiu-se como universo a
estudar a totalidade de empresas que participou no evento em análise, a GEW Portugal
2016. Foram trinta e nove as empresas que participaram no evento e, por conseguinte, o
método escolhido, que foi o inquérito por questionário, foi aplicado à totalidade das
empresas. Este método foi posteriormente complementado com uma entrevista, tendo esta
investigação utilizado métodos mistos.
The choice of this work’s subject emerged because of the internship I did at DNA Cascais, in the marketing and communication area where I supported the international project GEW (Global Entrepreneurship Week) Portugal 2016. I supported tasks related to the managing communication between the network of partners and the managing communication of GEW Portugal 2016. I was the interlocutor of DNA along with GEN (Global Entrepreneurship Network) Portugal’s general agent. The current study seeks understanding if events as GEW Portugal 2016 help to consolidate the event organizer’s image to the participating companies and if such events can be considered to be a form of relationship marketing as far as they help forging closer ties that guide the companie’s relationship with its different publics. Public relations, events and relationaship marketing assume themselves today as important tools of “soft selling” since they can be considered alternatives to the means of “hard selling” such as promotions and publicity. This is after all the gentlest way and neither as aggressive nor so explicit of promoting the brand image. The marketing concept has undergone some changes over recent years mainly due to the appearance of new information and communication technologies. With these tecnologies came new ways of attracting customers as well as creating relations between companies and consumers or potential consumers. As a way of answering to the key questions it was drafted as a range of looking at all the companies that took part in the event GEW Portugal 2016. Thirty nine companies participated in the event and consequently, the chosen method was the survey by questionnaire which was applied to all the companies. This method was later complemented by an interview. This research used blended methods.
The choice of this work’s subject emerged because of the internship I did at DNA Cascais, in the marketing and communication area where I supported the international project GEW (Global Entrepreneurship Week) Portugal 2016. I supported tasks related to the managing communication between the network of partners and the managing communication of GEW Portugal 2016. I was the interlocutor of DNA along with GEN (Global Entrepreneurship Network) Portugal’s general agent. The current study seeks understanding if events as GEW Portugal 2016 help to consolidate the event organizer’s image to the participating companies and if such events can be considered to be a form of relationship marketing as far as they help forging closer ties that guide the companie’s relationship with its different publics. Public relations, events and relationaship marketing assume themselves today as important tools of “soft selling” since they can be considered alternatives to the means of “hard selling” such as promotions and publicity. This is after all the gentlest way and neither as aggressive nor so explicit of promoting the brand image. The marketing concept has undergone some changes over recent years mainly due to the appearance of new information and communication technologies. With these tecnologies came new ways of attracting customers as well as creating relations between companies and consumers or potential consumers. As a way of answering to the key questions it was drafted as a range of looking at all the companies that took part in the event GEW Portugal 2016. Thirty nine companies participated in the event and consequently, the chosen method was the survey by questionnaire which was applied to all the companies. This method was later complemented by an interview. This research used blended methods.
Descrição
Palavras-chave
Marketing Marketing mix Marketing direto e marketing relacional Relações públicas Eventos Imagem institucional e reputação empresarial Direct marketing Relationship marketing Public relations Events Institutional image and business reputation