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Marketing e comunicaçãode eventos: um estudo de caso do Algarve Tech Hub (ATH) Summit 2023
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Este trabalho aborda a relação entre Gestão de Eventos e Marketing a partir de um estudo de caso, detalhando as tarefas desempenhadas durante a participação no projeto Algarve Tech Hub (ATH) Summit 2023. O objetivo principal foi compreender a interligação entre essas duas áreas. O estudo investigou o papel crucial desempenhado pelo marketing na concepção, comunicação e divulgação de eventos, recorrendo a conceitos de Gestão, MIX de Marketing e Comunicação Integrada.
Além disso, é apresentada uma contextualização da entidade na qual o projeto foi conduzido e, em sequência, descrevem-se as atividades realizadas, além das propostas e recomendações para a próxima edição do evento.
As conclusões sublinham o papel fundamental da integração de estratégias de marketing e comunicação para o sucesso dos eventos.
This work addresses the relationship between Event Management and Marketing from a case study, detailing the tasks performed during the participation in the project Algarve Tech Hub (ATH) Summit 2023. The main objective was to understand the interlinkage between these two areas. The study investigates the crucial role played by marketing in the design, promotion and dissemination of events, resorting to concepts of Management, Marketing MIX and Integrated Communication. In addition, a contextualization of the entity in which the project was conducted is presented and, as a result, the activities carried out have been described, along with the proposals and recommendations for the next edition of the event. The findings underline the fundamental role of integrating marketing and communication strategies for the success of events.
This work addresses the relationship between Event Management and Marketing from a case study, detailing the tasks performed during the participation in the project Algarve Tech Hub (ATH) Summit 2023. The main objective was to understand the interlinkage between these two areas. The study investigates the crucial role played by marketing in the design, promotion and dissemination of events, resorting to concepts of Management, Marketing MIX and Integrated Communication. In addition, a contextualization of the entity in which the project was conducted is presented and, as a result, the activities carried out have been described, along with the proposals and recommendations for the next edition of the event. The findings underline the fundamental role of integrating marketing and communication strategies for the success of events.
Descrição
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Gestão de eventos Marketing de eventos Comunicação