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Abstract(s)
Numa sociedade cada vez mais competitiva e inovadora, torna-se imperativo o uso de ferramentas de comunicação que promovam as empresas e lhes permitam, dessa forma, obter um papel de destaque no mercado onde atuam.
A revisão da literatura sobre esta temática e a sua comparação com a realidade experienciada na Triple A – Capital & Finance, durante o tempo de estágio enfatizaram esta premissa. Com efeito, o presente trabalho teve como base a constatação da falta de uma estratégia de comunicação bem delineada na organização supracitada, encarada pela própria instituição como uma necessidade premente a ser colmatada.
Face ao exposto, optou-se pela elaboração de um plano de comunicação integrada de marketing, com o objetivo de aumentar a quota de mercado e a notoriedade da empresa.
Como metodologia de estudo para a conceção deste trabalho, elegeu-se a investigação-ação, um processo de pesquisa sistemática que permite a sugestão de soluções eficazes para problemas reais.
Os resultados do estudo propõem um conjunto de táticas, cuja operacionalização é realista e exequível, e que se constituem como catalisadoras da mudança de comportamento dos consumidores face à empresa.
Com este trabalho vê-se reforçada a conceção de que a comunicação externa organizacional é essencial para o sucesso de uma organização. A comunicação não é um processo estático e, portanto, o plano e ações apresentados deverão estar em constante atualização e adaptação às restantes políticas da empresa.
In an increasingly competitive and innovative society, it is mandatory the use of communication tools in order to promote the companies and enable them to get a prominent place in the market. A literature review on the subject and its comparison with the reality experienced at Triple A - Capital & Finance, during the internship period emphasizes this premise. This paper arise from the lack of a well-designed communication strategy by the company, already identified by the firm. Given the above, it was decided to develop an integrated marketing communication plan in order to increase the market share and the notoriety of the company. The methodology used in this paper was action-research, a systematic research process that allows the suggestion of effective solutions to real problems. The results of this study propose a set of tactics, whose implementation is realistic and achievable, and that may act as a catalyst for behavioural change of consumers, towards the company. This paper reinforce the idea that external communication is essential to the success of an organization. Communication is not a static process and therefore the plan and presented actions should be constantly updated and adapted to the company.
In an increasingly competitive and innovative society, it is mandatory the use of communication tools in order to promote the companies and enable them to get a prominent place in the market. A literature review on the subject and its comparison with the reality experienced at Triple A - Capital & Finance, during the internship period emphasizes this premise. This paper arise from the lack of a well-designed communication strategy by the company, already identified by the firm. Given the above, it was decided to develop an integrated marketing communication plan in order to increase the market share and the notoriety of the company. The methodology used in this paper was action-research, a systematic research process that allows the suggestion of effective solutions to real problems. The results of this study propose a set of tactics, whose implementation is realistic and achievable, and that may act as a catalyst for behavioural change of consumers, towards the company. This paper reinforce the idea that external communication is essential to the success of an organization. Communication is not a static process and therefore the plan and presented actions should be constantly updated and adapted to the company.
Description
Keywords
Comunicação Comunicação integrada de marketing Plano de comunicação integrada de marketing Serviços profissionais Consultoria Communication Integrated marketing communications Plan of integrated marketing communication Professional services Consultancy