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Advisor(s)
Abstract(s)
Este relatório de estágio foi realizado no âmbito de um estágio curricular decorrido na instituição IAPMEI, I.P., em que um dos objetivos propostos no plano de estágio consistia na elaboração de um plano de comunicação para uma pequena e média empresa, neste caso, a APICCAPS.
O principal objetivo do plano de comunicação elaborado para a APICCAPS consistiu em melhorar a sua comunicação atual, mais concretamente a sua comunicação nas redes sociais, a fim de aumentar a notoriedade da marca Portuguese Shoes e do calçado português.
No âmbito deste trabalho, utilizou-se o método investigação-ação e foi realizado um estudo quantitativo assente na administração de questionários, cujo intuito foi avaliar a perceção dos consumidores pela organização, e dados secundários que permitiram colmatar lacunas referentes à análise interna e externa da instituição.
Para se cumprirem os objetivos identificados, foram desenvolvidas ações de comunicação nos social media, apostando-se na utilização de influencers e na criação de parcerias.
This report was conducted based on a curricular internship that took place in the institution IAPMEI, I.P., in which one of the proposed objectives consisted in the elaboration of a communication plan for a small and medium-sized company, in this case, APICCAPS. The composition of this communication plan for APICCAPS has as main goal to improve their current communication, mainly in social media with the aim of increasing the notoriety and visibility of the brand Portuguese Shoes and of the portuguese footwear. This study was based on the action-research method and it was collected primary data, through the execution of a survey with the aim of evaluating the consumer’s perception of the organization, and secondary data allowed to fill in the gaps related to the internal and external analysis of the institution. In order to meet the identified objectives, communication actions were developed in social media, through the use of influencers and the creation of partnerships.
This report was conducted based on a curricular internship that took place in the institution IAPMEI, I.P., in which one of the proposed objectives consisted in the elaboration of a communication plan for a small and medium-sized company, in this case, APICCAPS. The composition of this communication plan for APICCAPS has as main goal to improve their current communication, mainly in social media with the aim of increasing the notoriety and visibility of the brand Portuguese Shoes and of the portuguese footwear. This study was based on the action-research method and it was collected primary data, through the execution of a survey with the aim of evaluating the consumer’s perception of the organization, and secondary data allowed to fill in the gaps related to the internal and external analysis of the institution. In order to meet the identified objectives, communication actions were developed in social media, through the use of influencers and the creation of partnerships.
Description
Keywords
Social media Redes sociais Influencers Plano de comunicação Social networks Communication plan