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Authors
Advisor(s)
Abstract(s)
Este trabalho de projeto tem como objetivo desenvolver um Plano de Comunicação Integrada de Marketing para a organização Buukapartments, empresa de gestão de alojamento local, para o ano de 2019. O crescimento da Buukapartments depois de dois anos no ativo, aliado à crescente concorrência do mercado e às alterações legais no alojamento local, levam agora a organização a investir no planeamento da sua comunicação.
A execução deste plano pretende aumentar a notoriedade da marca no mercado onde atua, junto dos atuais e potenciais clientes, com o intuito de aumentar o número de clientes. Adicionalmente, é necessário fidelizar os atuais clientes mantendo a sua satisfação.
Na realização do plano, é necessário proceder a uma análise do contexto da organização para que, posteriormente, se definam estratégias e táticas de comunicação a implementar em 2019.
Para o conhecimento do mercado, do negócio de gestão de alojamento local e da empresa, realizou-se um estudo descritivo, recorrendo a uma metodologia mix-method, com a concretização de uma entrevista semiestruturada ao CEO, e inquéritos por questionário aos colaboradores e clientes. A estratégia de metodologia utilizada foi a action research, com vista à implementação e gestão da mudança, com um período cross-section, justificado pelas características de um plano e também pelo período disponível para a realização deste Trabalho Final de Mestrado.
Os resultados obtidos permitiram identificar objetivos de comunicação, necessidades dos diferentes públicos e o processo de tomada de decisão dos clientes, tendo sido possível definir estratégias de comunicação a serem implementadas pela organização para alcançar os objetivos.
This project aims to develop an Integrated Marketing Communications Plan for Buukapartments, a local accommodation management enterprise, for the year 2019. The fact that Buukapartments is growing during this two years of activity, along with the threat of competition and the changes in local accommodation legislation, has now led to an investment in communication by the company. The execution of this plan not only intends to increase the awareness of the brand in the market among its current and potential customers, but also to increase the number of customers and the profitability of the service. Additionally, it is necessary to retain current customers and maintain their satisfaction. In order to define the plan, it is necessary to carry out an analysis of the organization's contextso that the implementation of communication strategies and tactics can be defined. For the knowledge of the market, the accommodation management business and the enterprise, a descriptive study was carried out using a mix-method methodology, with the completion of a semi-structured interview with the CEO and questionnaires to employees and clients. The methodology strategy used was action research, with a view to the implementation and management of the change, in a cross-section period, justified by the plans' characteristics and by the period available for the accomplishment of this project. The results obtained allowed to identify the communication objectives, the needs of the different target audiences and the clients' decision-making process, allowing the definition of some communication strategies to be implemented to reach the objectives mentioned before.
This project aims to develop an Integrated Marketing Communications Plan for Buukapartments, a local accommodation management enterprise, for the year 2019. The fact that Buukapartments is growing during this two years of activity, along with the threat of competition and the changes in local accommodation legislation, has now led to an investment in communication by the company. The execution of this plan not only intends to increase the awareness of the brand in the market among its current and potential customers, but also to increase the number of customers and the profitability of the service. Additionally, it is necessary to retain current customers and maintain their satisfaction. In order to define the plan, it is necessary to carry out an analysis of the organization's contextso that the implementation of communication strategies and tactics can be defined. For the knowledge of the market, the accommodation management business and the enterprise, a descriptive study was carried out using a mix-method methodology, with the completion of a semi-structured interview with the CEO and questionnaires to employees and clients. The methodology strategy used was action research, with a view to the implementation and management of the change, in a cross-section period, justified by the plans' characteristics and by the period available for the accomplishment of this project. The results obtained allowed to identify the communication objectives, the needs of the different target audiences and the clients' decision-making process, allowing the definition of some communication strategies to be implemented to reach the objectives mentioned before.
Description
Mestrado em Marketing
Keywords
Comunicação Integrada de Marketing Plano de Comunicação Integrada de Marketing Notoriedade e Imagem Gestão de Alojamento Local Aluguer de Curta Duração Integrated Marketing Communication Integrated Marketing Communication Plan Awareness and Image Accommodation Management Short Renting
Pedagogical Context
Citation
Mendes, Filipa Correia (2018). "Planeamento de comunicação integrada de marketing em contexto de serviços de gestão de alojamento local : plano de comunicação integrada de marketing para a Buukapartments". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão