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Relatório de estágio - plano de marketing da Managing the Intelligence SA
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.03 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente relatório, referente ao estágio curricular, no âmbito do mestrado em Turismo na Universidade do Algarve, tem o intuito de apresentar as experiências e conteúdos práticos aprendidos no período de estágio numa empresa de tecnologia especializada no desenvolvimento de equipamentos eletrónicos, suportados por Internet das Coisas (IoT) e software com Inteligência Artificial (IA), Big Data e Data Analytics que atua no ramo do alojamento turístico.
A escolha deste estágio deve-se ao facto de a empresa em questão ser um spinoff do projeto de investigação desenvolvimento e transferência tecnológica (I&DT), em colaboração com a Universidade do Algarve. O facto de poder conciliar o universo académico com o mundo empresarial despertou o meu o interesse, mas também o surgimento de uma nova oportunidade no ramo do marketing. Ao ter conhecimento que o departamento de marketing se encontrava estagnado, sem ninguém a integrar o departamento, sem atividades regulares e sem um plano de marketing definido, decidi abordar a diretora do departamento, e propor um estágio para preencher essa lacuna. Desta forma, pretende-se então destacar os conteúdos assimilados, partilhar as atividades desenvolvidas e também apresentar uma proposta de plano estratégico de marketing para a organização acolhedora.
Como foi referido, durante o estágio, foi elaborado um plano de marketing para a MTI, onde foram abordadas e analisadas a missão, a visão e os valores da organização acolhedora, bem como da dinâmica do mercado, onde a MTI está inserida, tanto interno quanto externo. O objetivo é criar/desenvolver estratégias de marketing que estivessem na sua plenitude alinhada com os objetivos da MTI e aproveitassem as oportunidades do mercado.
Neste contexto, o relatório teve como base as diversas tarefas que foram atribuídas, tais como apoio na coordenação e divulgação de eventos, elaboração do plano de marketing e definição de estratégias, suporte nas ações comerciais, apoio na implementação de iniciativas de marketing e inovação.
This report, which refers to the curricular internship within the scope of the master's degree in Tourism at the University of the Algarve, aims to present the experiences and practical content learned during the internship period at a technology company specializing in the development of electronic equipment, based on Internet of Things (IoT) and software with Artificial Intelligence (AI), Big Data and Data Analytics that operates in the tourist accommodation sector. This internship was chosen because the company in question is a spinoff of the research, development, and technology transfer project (R&TD) project in collaboration with the University of the Algarve. The fact that I could reconcile the academic world with the business world sparked my interest, but also the emergence of a new opportunity in the marketing field. When I learned that the marketing department was stagnating, with no one joining the department, no regular activities, and no defined marketing plan, I decided to approach the department director and propose an internship to fill this gap. The aim here is to highlight the content learned, share the activities conducted and present a proposal for a marketing plan for the host organization. In this context, the report was based on the various tasks that were assigned, such as support in coordinating and publicizing events, drawing up the marketing plan and defining strategies, support in commercial actions, support in implementing marketing and innovation initiatives. This internship report consists of four main chapters, which are the Literature Review, theoretical framework, characterization of the host organization, activities and tasks developed, marketing plan applied to MTI, MTI Interview, critical reflection, and conclusion.
This report, which refers to the curricular internship within the scope of the master's degree in Tourism at the University of the Algarve, aims to present the experiences and practical content learned during the internship period at a technology company specializing in the development of electronic equipment, based on Internet of Things (IoT) and software with Artificial Intelligence (AI), Big Data and Data Analytics that operates in the tourist accommodation sector. This internship was chosen because the company in question is a spinoff of the research, development, and technology transfer project (R&TD) project in collaboration with the University of the Algarve. The fact that I could reconcile the academic world with the business world sparked my interest, but also the emergence of a new opportunity in the marketing field. When I learned that the marketing department was stagnating, with no one joining the department, no regular activities, and no defined marketing plan, I decided to approach the department director and propose an internship to fill this gap. The aim here is to highlight the content learned, share the activities conducted and present a proposal for a marketing plan for the host organization. In this context, the report was based on the various tasks that were assigned, such as support in coordinating and publicizing events, drawing up the marketing plan and defining strategies, support in commercial actions, support in implementing marketing and innovation initiatives. This internship report consists of four main chapters, which are the Literature Review, theoretical framework, characterization of the host organization, activities and tasks developed, marketing plan applied to MTI, MTI Interview, critical reflection, and conclusion.
Description
Keywords
Plano de marketing Marketing Alojamento turístico Iot Ai