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Designing the digital presence of the new ISEG merchandising store : a consulting project
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Orientador(es)
Resumo(s)
O ISEG – Lisbon School of Economics and Management reuniu, no âmbito do
desenvolvimento de um projeto de consultoria para a Loja de Merchandising, um grupo
de alunos de MiM – Masters in Management. O objetivo do cliente é único: expandir a
marca ISEG, criando notoriedade e reputação junto não só da comunidade Iseguiana, mas
sim de todos nós.
Para enfrentar o projeto, os consultores segmentaram-no em quatro seções
principais e distintas: Operações; Portfólio; Marketing; e Digital, todas subdesenvolvidas
ou até mesmo inexistentes, até à data, no instituto.
Este relatório, orientado para o Digital, centra-se na análise detalhada de outras
prestigiadas marcas, com presença online. Neste mesmo, é recomendada a forma como a
loja online deve funcionar: a sua estrutura e organização. Aqui, é, ainda, fomentada a
criação da loja, com o objetivo de fortalecer e enaltecer a marca ISEG, apresentando um
layout atrativo para os consumidores, de modo a abranger todo o mundo.
ISEG – Lisbon School of Economics and Management, assembled a group of MiM students to consult on the development of a Merchandising Store for the institution. The client’s goal is to expand the ISEG brand, creating awareness within the population. To tackle the project, the consultants segmented the project into four core sections: Operations; Portfolio; Marketing; and Digital, all of which were either under-developed or even non-existent. This Digital oriented report focused on analysing other major brands with an online presence to address ISEG’s major shortcoming of not having one. It is recommended how the online store should be assembled and how it should be organized and how to reach out, similar to major world-renowned brands to strengthen the ISEG brand. The aim of the project is to present a more attractive layout to captivate users and reach the whole world
ISEG – Lisbon School of Economics and Management, assembled a group of MiM students to consult on the development of a Merchandising Store for the institution. The client’s goal is to expand the ISEG brand, creating awareness within the population. To tackle the project, the consultants segmented the project into four core sections: Operations; Portfolio; Marketing; and Digital, all of which were either under-developed or even non-existent. This Digital oriented report focused on analysing other major brands with an online presence to address ISEG’s major shortcoming of not having one. It is recommended how the online store should be assembled and how it should be organized and how to reach out, similar to major world-renowned brands to strengthen the ISEG brand. The aim of the project is to present a more attractive layout to captivate users and reach the whole world
Descrição
Mestrado Bolonha em Management
Palavras-chave
Digital E-commerce Merchandising
Contexto Educativo
Citação
Varela, Bernardo Sequeira Varejão Nobre (2022). “Designing the digital presence of the new ISEG merchandising store : a consulting project”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão