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Plano de comunicação integrada de marketing para a marca Mariana Poppe Cêramica
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Orientador(es)
Resumo(s)
A comunicação integrada de marketing (CIM) é uma ferramenta essencial para qualquer tipo de empresa pois tem como principal missão unificar, de maneira consistente e relevante, todos os formatos de comunicação que a empresa tem com os seus stakeholders. A eficiência da CIM garante às empresas uma comunicação clara e objetiva
que tem um impacto positivo no alcance dos resultados pretendidos. Com este mote, o desenvolvimento deste projeto partiu da análise de uma marca de cerâmicas recente e com grande potencial de crescimento - Mariana Poppe Cerâmica - para, posteriormente, implementar um plano de comunicação integrada de marketing. A estratégia adotada na construção deste projeto foi a Case Study Research. Esta estratégia de pesquisa consiste na análise de pessoas, grupos, eventos, organizações ou outros sistemas que são estudados de forma holística por um ou mais métodos. Foram recolhidos dados secundários sobre o setor de atividade da empresa e toda a sua envolvente externa, bem como, dados primários, recolhidos através do formato de entrevistas semi-estruturadas realizadas à responsável da marca e aos seus
stakeholders, com o objetivo de reunir informações que permitam melhorar o conhecimento do negócio. Sendo esta uma empresa que se encontra de momento numa fase inicial e com recursos limitados, o principal contributo é fornecer uma orientação prática com um plano de comunicação integrada que passará pelo desenvolvimento de várias áreas de atuação com o intuito de otimizar a comunicação da empresa.
Integrated marketing communications (IMC) is an essential tool for any type of company because its main mission is to unify, in a consistent and relevant way, all communication formats between the company and its stakeholders. The efficiency of IMC guarantees a clear and objective communication for companies, which has a positive impact on the achievement of the intended results. With this motto in mind, the development of this project stemmed from the analyses of a new pottery brand with great potential for growth - Mariana Poppe Cerâmica - with the purpose of implementing an integrated marketing communication plan afterward. The research strategy adopted in this project was a Case Study Research. This type of research strategy consists in analyzing people, groups, events, organizations or other systems which are studied in a holistic manner using one or more methods. Secondary data about the company's sector and its external context were collected. Primary data was also collected through semi-structured interviews with the owner of the brand and its stakeholders, in order to improve the knowledge regarding the business. Being a company that is currently in an initial phase and with limited resources, the main contribution will be to provide a practical orientation with an integrated communication plan that will involve the development of several areas of action in order to optimize the communication of the company.
Integrated marketing communications (IMC) is an essential tool for any type of company because its main mission is to unify, in a consistent and relevant way, all communication formats between the company and its stakeholders. The efficiency of IMC guarantees a clear and objective communication for companies, which has a positive impact on the achievement of the intended results. With this motto in mind, the development of this project stemmed from the analyses of a new pottery brand with great potential for growth - Mariana Poppe Cerâmica - with the purpose of implementing an integrated marketing communication plan afterward. The research strategy adopted in this project was a Case Study Research. This type of research strategy consists in analyzing people, groups, events, organizations or other systems which are studied in a holistic manner using one or more methods. Secondary data about the company's sector and its external context were collected. Primary data was also collected through semi-structured interviews with the owner of the brand and its stakeholders, in order to improve the knowledge regarding the business. Being a company that is currently in an initial phase and with limited resources, the main contribution will be to provide a practical orientation with an integrated communication plan that will involve the development of several areas of action in order to optimize the communication of the company.
Descrição
Mestrado em Marketing
Palavras-chave
Comunicação Integrada de Marketing Plano de Comunicação integrada de Marketing Comunicação Digital Integrated Marketing Communication Integrated Marketing Communication Plan Digital Communication
Contexto Educativo
Citação
Almeida, Rebeca Alves Domingues Pereira de (2019). "Plano de comunicação integrada de marketing para a marca Mariana Poppe Cêramica". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão